How you drive

Handling CSR action on Facebook requires the knowledge of modern communication techniques on social media, and a true desire to pursue a social mission. That is why we decided to achieve the goals Bank Zachodni WBK had set out for us, and we initiated the project 'How You Drive' on Facebook. The main objective of the action is to popularise safe car driving. Despite the fact that the industry is specific and not easy to communicate on social media, the Facebook profile had 1 million total reach in half a year, and in 12 months we could have enjoyed the number of 50 thousand fans.

Outcomes

52
thousand
Facebook fans at the end of 2016
3
million
people reached
85
%
organic reach/number of fans
Every-day increase of 150 fans, incredible – almost 100% – organic reach of posted content in relation to the number of fans and dozens of thousands of active users – these are the results we are proud of. Thanks to unique content, effective targeting and introducing new features of promotional activities, the above numbers keep increasing.

Additional range of activities

We used various tools of modern PR in the wide project promotion. Constant and good communication with journalists resulted in multiple articles and graphic projects in the largest Polish media channels.
Our skills and experience allowed us to engage Bank Zachodni WBK employees in the project 'How you drive'. As part of the cooperation with the team we were able to communicate via intranet, and organise internal competition and training on safe company car driving.
To make this education form even more interesting, we produced desktop games, helpful to understand the intricacies of circling a roundabout or to perform CPR in case of car accident.
Thinking of project management as a complex activity, we created the campaign website, with subpages for particular subprojects.
Thinking of project management as a complex activity, we created the campaign website, with subpages for particular subprojects.
We organised a series of events for Bank Zachodni WBK within the project 'How You Drive', including a very successful Motor Show Poznań 2016 event.
The size of competitions, events and training required production of original car gadgets, branded with the logo of both 'How You Drive' campaign and Bank Zachodni WBK.