Allegro Success Story

How Allegro Implemented Brand Journalism inte Their PR Strategy with Prowly Brand Journal

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With Paweł Klimiuk, Corporate Communication Director at Allegro.pl and Michał Bonarowski, Senior PR Brand Manager

Allegro is the leading e-commerce player in Poland with 14 million users. For 81% of Internet users Allegro is the first choice for online shopping. “As a brand that aspires to be innovative, and which already is innovative in many other aspects of business, we should also be innovative in the way we communicate.” – Paweł Klimiuk comments.

Allegro PR team uses traditional editorial methods to narrate their stories in an engaging way

Building brand awareness through owned media becomes an increasingly more attractive alternative to traditional media relations. Nowadays brands often turn away from using traditional PR tools – such as press releases – in favour of building and developing brand channels, which allows them to narrate their stories in a manner adjusted to the end customer. The global pioneers of such an approach are brands like Coca Cola, Intel, IBM, General Electric, Microsoft and McDonald’s. Brand journalism is a style of content creation leveraging journalistic techniques, designed for brands to narrate their stories in an engaging way.

Allegro is the first Polish brand that decided to implement brand journalism into their PR strategy. _magazyn.Allegro has been developed using Brand Journal feature of Prowly. It consists of a couple of sections which replaced separated brand’s platforms such as blogs and press office. There are new topic sections such as trends, career, safety and smart shopping. Materials that are being published are created by service’s staff which comprises PR department, Allegro’s employees and media workers.

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We want to talk about the joy of shopping

“It turns out that we don’t have the kind of restrictions other media have to deal with, like those connected with the advertising department policy or the editorial line.” – says Michał Bonarowski. Form of content is very diversified – from articles and interviews to photo galleries, video, animations and infographics. Their primary function is to be useful for Allegro’s potential and existing clients. Because it is utility that is the foundation for building loyalty to companies and brands: “We have our own clear editorial line – we want to talk about the joy of shopping. Basically, we’re using the same methods as traditional media to show the end customer how much fun it is to shop online, how to be a smart shopper and how to learn something while you’re at it.”

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