TasteAway bloggers in #RabenExpress

The action was carried out in November 2017 and it was based on the so-called influential marketing, i.e. using the images of famous people to promote Raben brand. The first chapter of the campaign featured the founders of the largest travel blog in Poland, TasteAway.pl.

“We have decided for the action that is unusual for the B2B sector since so far influential marketing has been used in Poland mostly by consumer goods businesses.  However, Raben has always been interested in innovations, not only in the field of transport or logistics but also in communications, hence the readiness for partnership with influencers.” – explains Klaudyna Polanowska-Skrzypek, PR Manager, Raben Group.

The very idea was simple, send the traveller, Łukasz Smoliński, from the TasteAway.pl blog, with a Raben Transport driver, Mirek, on the road to Hamburg. They were supposed to deliver goods of one Raben Group customer to the logistics centre near Hamburg. Naturally the blogger's additional task was to report on the action in the social media and prepare a review of the travel for his blog. Each post was marked with #RabenExpress.

“The campaign for Raben was unquestionably one of the most difficult ones in the history of our blog. Never before have we hitch-hiked as we rather choose more pricey means of transport. However, we decided that a trip in a truck would be a new adventure for us and something interesting for our readers” – says Łukasz Smoliński, the author of the TasteAway.pl blog and he adds – “I must admit that the campaign had a very wide reach and great engagement of the readers.”

The action had an employer branding and socially responsible (CSR) character.  Its objective was to popularize the work of professional truck drivers and their life style (EB) and to promote the role of transport in the modern world, hence the additional #TransportIsNecessary (CSR),

“The trick of this undertaking was that we had no idea what to expect. Also a lot depended on the truck driver and if he would be willing to share his experiences with us. Mirek turned out to be the perfect choice. In no time at all he became the hero of our campaign who changed the image of a driver in a positive way.” – comments Łukasz Smoliński

TasteAway.pl divided the campaign into three stages. In the first one the bloggers teased the action in a manner that the readers would get interested in their intentions but were not able to guess their actual plans. In the second stage the plans were unveiled as Łukasz Smoliński informed his fans that he was setting off to Hamburg by truck. The whole trip was reported on-line via TaseAway.pl social channels.on Instagram and Facebook where also three live broadcasts were shown. The last stage was naturally the travel and culinary visit of the bloggers in Hamburg.

The campaign reached over 800,000 people on Facebook alone and it gathered really positive opinions not only from the TasteAway.pl fans but also from Raben Group customers, some of whom have turned out to be avid readers of this travel blog. The total reach of the campaign generated from the social media and the blog is close to 1 million. And this is just the beginning as Raben Group is planning another campaign together with the influencers; this time at the European level.

“When Raben approached me with a proposal of cooperation, I was intrigued. After all this is not a sector with a WOW effect. However, the more difficult something is for me, the more I enjoy it.” - recollects Wojciech Kardyś from the Good For You agency - ”Today the answer to the question if it is possible to be a star in the difficult sector of logistics is definitely yes! All that is needed is an idea, good execution and the courage of the customer! And we can proudly say that we are pioneers because we have been the first in Poland to run such an action.”

The project was carried out together with the bloggers from TasteAway.pl and the Good For You agency.