Bronze Clip for #RabenExpress

The #RabenExpress project concerned integrated corporate communication, the aim of which was to strengthen the brand's reputation among the drivers, employees and customers of Raben Group.

“We wanted to build the position of the most recommended brand based on the values and mission of Raben Group. We used influencer marketing to generate a large range and involvement in social media.” - says Klaudyna Polanowska-Skrzypek, PR Manager of Raben Group - “Additionally, we wanted to show that we not simply apply innovative solutions in our sector but that we are also innovative in our communication.”

Raben operates in the TFL sector, which is often perceived as a little outdated so creating the #RabenExpress campaign, Raben Marketing Team wanted to break this stereotype and show that a company from this industry can be ‘cool’.

The #RabenExpress campaign was based on cooperation with influencers. The mechanism was simple - it involved sending bloggers to a trip in a truck. The team consisting of a Raben driver and a blogger was supposed to deliver goods to a designated logistics centre and report live on the action in social media. After that the blogger was supposed to prepare a report from the trip for the blog. Each post was tagged #RabenExpress. The results of the campaign exceeded our wildest dreams as we generated the total of over 2 million reach, close to 10,000 reactions and almost 900 comments.

Two editions of the campaign were submitted to the Golden Clip Awards contest: a journey of a blogger-traveller from Tasteaway with the driver Mirek to Hamburg, and a joint expedition of a dietitian-blogger, Dr Lifestyle, with the driver Magda, following the route of yoghurt from the cow to the spoon. The jury appreciated both projects awarding them with the Bronze Clip in the corporate PR category.

“Such distinction makes us very happy and motivates us to continue working on future projects, which are already in the pipeline.” - said Klaudyna Polanowska-Skrzypek - “I would like to thank everyone involved in the #RabenExpress project, who made this award possible. Thank you to the teams from Raben Transport and Fresh Logistics Polska for mobilization, to the Good agency for your creativity and support, to bloggers from Tasteaway and to Dr Lifestyle for creativity and commitment, to Zott Polska for their trust. And also to our outstanding drivers, Magda and Mirek, who were the heroes of our stories. That Bronze Clip belongs to you all!”