LPP and Płodni agency honoured with Effie Awards
The campaign „You say: work? We say: Sinsay!” carried out for LPP by Płodni agency won silver in this year’s Effie Awards in the PR & Employer Branding category. The project, which supports the development of Sinsay brand in addition to building its image as an employer, brought an increase of over 17%in job applications YoY.
The Effie Awards is the biggest marketing competition worldwide, rewarding the most effective marketing activities, campaigns and solutions of the year in question. Organised since 1968 in New York, it also has its national iterations. Since 1999, it has been held in Poland, thanks to Marketing Communication Association SKM SAR. LPP and Płodni agency took part in this competition for the first time, immediately winning an award – the silver Effie statuette (no gold one was awarded this year) for the campaign “You say: work? We say: Sinsay!” in the PR & Employer Branding category.
The awarded project aimed to build the image of LPP’s youngest brand as an employer, to support the recruitment of approximately 2,500 new employees (two-year target) to the sales network and the company’s headquarters to fill office and creative positions. The campaign carried out was directly linked to the brand’s growth plan, including the doubling of the number of stores in 2022, primarily in small towns and cities, which involved recruiting in a more geographically dispersed manner and targeting candidates with different propensities to change jobs. The number of applications acquired by the brand was over 7% higher than the target set in the campaign, thus achieving an increase of over 17% YoY.
– We are proud and delighted to have won the award in this prestigious competition. The premise of our campaign was to show how to combine free-time passions with challenges at work. We were looking for an effective way to encourage people to work at Sinsay, LPP’s youngest brand, which incidentally celebrates its 10th anniversary this year. For the project, we invited a large group of colleagues working for the brand to share their authentic stories. The campaign message “You say: work? We say: Sinsay!” turned out to be a hit – it convinced a solid group of candidates to apply – says Sławomir Ronkowski, LPP’s internal communications and CSR director.
The core of the communication was a series of films in which the people talked about themselves and their place in the brand’s team. Their joint message was promoting the values and benefits that a career with the brand entails. In addition, Facebook hosted, among other things, Q&A sessions with the people featured in the video and posts about individual positions were published. The image communication was supplemented with geotargeted recruitment communication in locations where Sinsay was launching its next stores. Activities were supported in the store space – particularly in smaller towns and cities where candidates often look for information about employment opportunities.
– The Effie award is particularly important as it recognizes projects that are not only beautiful (in terms of visual aspects and the message), but above all effective, and this is an approach that is particularly close to our hearts. When working on campaigns, we always focus on good insight and an authentic message – that was also the case with “You say: work? We say: Sinsay!”. We add to this – as in this case – tools and channels that are perfectly in sync with the target group, and a great partnership between the client and the agency. That’s our recipe for success – emphasizes Katarzyna Urbańska, Client Service Director of Płodni agency.
Setting up a dedicated Careers tab on the brand’s website proved to be an important support for the campaign. It served as a source of knowledge about current job ads and also allowed for getting to know Sinsay better as an employer. Potential candidates were also treated to a further series of stories presented in video and social media, depicting the work culture, as well as the opportunities and benefits linked to particular positions.
The project ran throughout 2022. The campaign featured: Jagoda Bartczak, Katarzyna Capiak, Bartosz Danowski, Margarita Lasoukaya, Joanna Mientka, Aleksandra Paprzycka, Paulina Poliszewska, Patryk Wróblewski, Ola and Nikola from Galeria Forum Gdańsk. Płodni agency was responsible for the creative idea and comprehensive implementation of the campaign, Materia agency for the preparation of the strategy, and Mishka agency for video production. On LPP’s end, the project was directly supervised by Katarzyna Rachwalska-Groning, Krzysztof Barański, and Sandra Wyrzykowska-Sidor.
LPP is a Polish family business and one of the fastest growing clothing companies in the region of Central and Eastern Europe. For 30 years, it has been successfully operating in Poland and abroad, offering its collections in such prestigious capitals as London, Helsinki or Tel Aviv. LPP manages five fashion brands: Reserved, Cropp, House, Mohito, and Sinsay, whose offer is available today in stationary and online stores in nearly 40 markets worldwide. The company has a chain of over 2000 stores with the total area of 1.7 million m2 and distributes clothing and accessories to 3 continents every year. LPP also plays an important role as it employs nearly 30 thousand people in its offices and sales structures in Poland, Europe, Asia, and Africa. The company is listed on the Warsaw Stock Exchange in the WIG20 index and belongs to the prestigious MSCI Poland index.