{"id":1807,"date":"2016-08-24T09:06:50","date_gmt":"2016-08-24T09:06:50","guid":{"rendered":"https:\/\/prowly.com\/magazine\/?p=1807"},"modified":"2024-06-26T10:29:27","modified_gmt":"2024-06-26T10:29:27","slug":"success-story-allegro-implemented-brand-journalism-pr-strategy","status":"publish","type":"post","link":"https:\/\/prowly.com\/magazine\/success-story-allegro-implemented-brand-journalism-pr-strategy\/","title":{"rendered":"Success Story: How Allegro Implemented Brand Journalism Into Their PR Strategy"},"content":{"rendered":"<p>Allegro's communication team improves efficiency and keeps the audience informed - with Pawe\u0142 Klimiuk,\u00a0Corporate Communication Director and Micha\u0142 Bonarowski, Senior PR Brand Manager\u00a0at Allegro.pl.<\/p>\n<p>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.\u00a0\"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.\" - Pawe\u0142 Klimiuk comments.<\/p>\n<p>[perfectpullquote align=\"left\" cite=\"\" link=\"\" color=\"\" class=\"\" size=\"\"]731 news published [\/perfectpullquote]<\/p>\n<p>Building brand awareness through owned media becomes an increasingly more attractive alternative to traditional media relations. To maximize its potential, social press release needs to be targeted directly to brand\u2019s consumers, building its reach through owned communication channels.<\/p>\n<p>Nowadays brands often turn away from using traditional PR tools \u2013 such as press releases \u2013 in favour of building and developing brand channels, which allows them to narrate their stories in a manner adjusted to the end customer. Brand journalism is a style of content creation leveraging journalistic techniques, designed for brands to narrate their stories in an engaging way.<\/p>\n<p><iframe loading=\"lazy\" src=\"https:\/\/player.vimeo.com\/video\/179870831\" width=\"100%\" height=\"360\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><a href=\"https:\/\/vimeo.com\/179870831\">Prowly: Customer Story Allegro<\/a> from <a href=\"https:\/\/vimeo.com\/prowly\">Prowly.com<\/a> on <a href=\"https:\/\/vimeo.com\">Vimeo<\/a>.<\/p>\n<p><a href=\"https:\/\/magazyn.allegro.pl\/\" target=\"_blank\" rel=\"noopener\">_magazyn.Allegro<\/a> consists of a couple of sections which replaced separated brand\u2019s 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\u2019s staff which comprises PR department, Allegro\u2019s employees and media workers.<\/p>\n<p><a href=\"https:\/\/magazyn.allegro.pl\/\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-2425\" src=\"http:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/08\/allegro_image_post.png\" alt=\"Allegro Brand Journal\" width=\"1400\" height=\"763\" srcset=\"https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/08\/allegro_image_post.png 1920w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/08\/allegro_image_post-300x164.png 300w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/08\/allegro_image_post-1024x558.png 1024w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/08\/allegro_image_post-768x419.png 768w, https:\/\/prowly.com\/magazine\/wp-content\/uploads\/2016\/08\/allegro_image_post-1536x838.png 1536w\" sizes=\"auto, (max-width: 1400px) 100vw, 1400px\" \/><\/a><\/p>\n<p>[perfectpullquote align=\"left\" cite=\"\" link=\"\" color=\"\" class=\"\" size=\"\"]34 news scheduled for publication every week,\u00a01 year with Prowly\u00a0[\/perfectpullquote]<\/p>\n<p>\"It turns out that we don\u2019t have the kind of restrictions other media have to deal with, like those connected with the advertising department policy or the editorial line.\" - says Micha\u0142 Bonarowski. Form of content is very diversified \u2013 from articles and interviews to photo galleries, video, animations and infographics. Their primary function is to be useful for Allegro\u2019s potential and existing clients. Because it is utility that is the foundation for building loyalty to companies and brands:<\/p>\n<p>\"We have our own clear editorial line \u2013 we want to talk about the joy of shopping. Basically, we\u2019re 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\u2019re at it.\"<\/p>\n<h2 id=\"how-about-you-do-you-have-your-digital-press-room-book-a-demo-and-find-out-how-we-can-help-you\">How about you? Do you have your digital press room? Book a demo and find out how we can help you:<\/h2>\n<div class=\"pr-form-magazine-to-demo\"><\/div>\n<p><!-- [if lte IE 8]>\n\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2-legacy.js\"><\/script>\n<![endif]--><br \/>\n<script charset=\"utf-8\" type=\"text\/javascript\" src=\"\/\/js.hsforms.net\/forms\/v2.js\"><\/script><br \/>\n<script>\n  hbspt.forms.create({\n\tportalId: \"598353\",\n\tformId: \"8283cdac-601e-4b99-988b-dcccae9edec6\",\n\tcss: \"\",\ntarget:'.pr-form-magazine-to-demo'\n});\n<\/script><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\"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\" - <\/p>\n","protected":false},"author":230,"featured_media":2373,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[352],"tags":[100,24,30,20],"class_list":["post-1807","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pr-strategy-and-planning","tag-allegro","tag-brand-journal","tag-case-study","tag-pr"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.2 - 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