Meble Wójcik

Comprehensive communications support, 2011 – present

Comprehensive communications support, 2011
– present

Starting situation:

Meble Wójcik is one of the leading manufacturers of cabinet furniture in Poland, and has been present on the market for over 32 years. At first, the company focused mainly on export. In 2008, a decision was made to launch a private label on the domestic market. As a result, communications activities commenced for the Meble Wójcik brand.

Image
Image

PR objective:

  • Building a brand that has a consistent image and is attractive to consumers.

  •  Raising awareness among a wide audience without significant budget outlays.

Activities:

Since 2011, more communications agency has been providing comprehensive communications for the Meble Wójcik brand. The agency is responsible for:

  • the press office and proactive PR activities in both product and corporate terms;
  • managing commercial cooperation with the media, including media planning and purchasing, as well as creations;
  • social media (Facebook, LinkedIn, Instagram);
  • CSR programme (the Carpenter's Profession);
  • employer branding activities;
  • internal communication, including preparation of an internal magazine;
  • influencer marketing;
  • creative support (events, fairs, special activities);
  • consultancy in the field of broadly understood marketing communications. 
Image
Image

64 279

Facebook fans

171

publications in the media

1 993 151

reach

902 075 PLN

advertising equivalent

Results:

Currently, Meble Wójcik is in the top three Polish manufacturers of cabinet furniture.

In 2018, a brand awareness survey* showed that:

  • unsupported brand awareness among respondents (21-61+ years old, rural and urban residents) is 10.6%.
  • supported brand awareness in the same group of respondents is 44%.

*study commissioned by Holding Profit
– a marketing, market and opinion research agency.

The Meble Wójcik profile on Facebook is currently the third fan page in the ranking of interior design brands on the Polish market (64,279 fans).


In 2019, a total of 171 publications about the brand appeared in the media. They reached 1,993,151 recipients. The advertising value equivalent was PLN 902,075*.

* Data from the Institute of Media Monitoring.