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WebTalk - Retail Campaign

Gold Stevie Award Winner 2016, Click to Enter The 2017 Stevie Awards for Sales and Customer service

Company: WebTalk, Warsaw, Poland
Company Description: WebTalk is a Social Media agency based in Warsaw , Poland that offers complex and coherent communication strategies that aim at multi-channel consumer reach. Our offer includes social media, buzz marketing, graphic design and app development .
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Retail

Nomination Title: “Moja Biedronka” rewards card – Instagram campaign

Tell the story of this nominated marketing campaign for the judges (up to 650 words). Describe the genesis, planning, execution, and results to date of your campaign.

Biedronka is one of Poland’s two largest “no frills” supermarket chains, with approximately 2,700 stores and 55,000 employees on its payroll. The main elements of the brand’s positioning are low prices, proximity and quality. The brand is owned by the Portuguese corporate group Jeronimo Martins. At the time of the campaign, it was absent from social media channels.

The market of the client is very competitive: Biedronka competes for its position with Lidl, a brand conducting wide-ranging campaigns addressed to the target audience, based on TV, content marketing and celebrities. Our client mainly uses TV, digital campaigns and standard newspaper adverts.

Biedronka offers the rewards card Moja Biedronka to its customers as the centerpiece of its loyalty program. Shoppers can use the card to buy bargain-priced products or access special seasonal offers.

Our aim in the campaign was to encourage younger customers, who are generally reluctant to take part in similar loyalty programs, to use the card and the offers. We wanted to show that using Moja Biedronka is simple and profitable. Importantly, we only had a few days to prepare the campaign, which made the choice of tools a key issue.

We decided to use the power of influencers on Instagram to showcase the Moja Biedronka card in a more lifestyle context rather than solely focus on price-related advantages of the program. Instagram is an excellent tool for word of mouth marketing. Every Instagramer has their own group of followers, fans who are influenced by them. They are more credible than the brand’s profile on Instagram. Working with such people ensures not only a high quality of reach but also unique high quality content generated by influencers, which was later used on the brand’s channels.
For this campaign, we used Indahash, a platform connecting Instagram influencers, which allowed us to proceed in a short time, without lengthy negotiations or formalities. We laid great emphasis on choosing people who ensured quality and proper credibility. Their task was to create a convincing photo showing the Moja Biedronka card in their natural environment – while shopping, in a bag, surrounded by their favorite items. In addition, influencers could take a photo while registering the card via website.

As a result, we quickly managed to engage 110 influencers, whose photos featuring Moja Biedronka card reached over one million views and over 70,000 interactions, enabling us to reach younger audiences and change the perception of participating in loyalty programs.

In bullet-list form, briefly summarize up to ten (10) of the chief features and results of the nominated campaign (up to 150 words).

-110 influencers participating
-1,041,696 photo views (KPI exceeded by 186%)
-71,427 photo interactions (KPI exceeded by 115%)
-1,249 comments
-70,178 likes for photos
-7% CTR
-33% CTR from the most engaging influencer
-Obtaining the copyright on 110 original photos generated by the influencers