During the 19th edition of the largest and most prestigious public relations industry competition, Złote Spinacze, the Good One PR agency received two statuettes. The sweet crowdfunding campaign of the Las Vegan’s brand – vegan BIO&ECO chocolate – was awarded the Golden Paperclip in the “Food Sector” category and the Bronze Paperclip in the “Financial PR and Investor Relations” category.Złote Spinacze is the most important award given in the PR industry. The competition, organized by the Public Relations Firms Association, rewards the best-prepared, most creative, and most effective communication campaigns and activities. Nominations and awards for individual projects are decided by a jury composed of over 90 experts in the PR industry. A record 397 submissions were received for the latest Złote Spinacze edition, which makes the recognition of the project carried out by Good One PR in two categories even more gratifying!
The award ceremony took place at the Hilton Hotel in Warsaw and was hosted by Michał Kempa – a radio and television journalist. On December 3, 2021, the Złote Spinacze were awarded for the nineteenth time.Sweet crowdfunding campaign of Las Vegan’s awarded! Golden and Bronze Paperclip 2021 for Good One PRThe communication campaign we conducted for the new vegan chocolate brand Las Vegan’s received the Golden Paperclip in the “food sector” category and the Bronze Paperclip in the main category “Financial PR and Investor Relations”.
The Las Vegan’s project is backed by our long-term client – Manufaktura Czekolady Chocolate Story, a Polish pioneer in artisanal chocolate production made using the bean-to-bar method, meaning from bean to bar. The company’s good condition, observation of dietary trends, and above all the experience and market knowledge gained over the years, encouraged the founders to take on the challenge – introducing vegan chocolate made only from organic ingredients with a short, clean ingredient list. The company also assumed that Las Vegan’s would be the first chocolate brand in the market where traditional foil and wrappers would be replaced by paper packaging compostable in home conditions.
The introduction of the new brand was to be enabled by a crowdfunding campaign valued at nearly 1 million PLN, which started on November 24 on the Crowdway platform. At the same time, loud campaigns of other companies from the most popular crowdfunding sectors were taking place, including Kombinat Konopny (hemp), Brokreacja (brewery), Sunday Energy (photovoltaics). An additional difficulty was that the fundraising took place in December — the least favorable month in terms of Polish consumers’ budgets for extra expenses, as well as free cooperation between agencies and media. We, in turn, had no funds for paid activities. So we faced the challenge of how to run an effective communication campaign for a crowdfunding action. How to attract potential shareholders’ attention and encourage them to invest precisely in Las Vegan’s SA? Furthermore, the Las Vegan’s company was established just a few weeks before the crowdinvesting campaign start, so it had no financial history built.
As an agency public relations we focused on broad communication, targeting several strategic audiences: current customers of Manufaktura Czekolady, chocolate lovers, individual investors, vegan and vegetarian communities, people who care about the environment, and shopping patriots. The engaging PR campaign for the Las Vegan’s crowdfunding action resulted in 361 people believing in the project, who, 5 days before the planned end of the share issue, purchased company shares worth a total of PLN 999,999.
The crowdfunding campaign and its communication were positively received by the media, influencers, and shareholders. Over 2.5 months, 180 publications about Las Vegan’s appeared in media and social media with exclusively positive and neutral tones; generating a total reach of 597,007 people, AVE of PLN 950,164.
The share issue was covered by media of various profiles, including Forbes, Puls Biznesu, Parkiet, Facet.onet.pl, Wegetarianie.pl, Viva.pl, Warszawa.naszamiasto.pl, Gazetakrakowska.pl, Portalspozywczy.pl. Information about the share issue was also published on the main pages of influential portals, such as Rp.pl, Spidersweb.pl, Roslinniejemy.pl, Wegetarianie.pl, Strefainwestorow.pl. In the brand’s social media, 37 posts about the Las Vegan’s share issue were published, reaching a total of 123,935 recipients.
Moreover, during the campaign, Las Vegan’s products were not available on the market. However, thanks to the adopted strategy of highlighting the parent company in communication, the Las Vegan’s crowdfunding campaign also translated into financial results for Manufaktura Czekolady Chocolate Story. During the PR campaign, i.e. in the last quarter of 2020, the number of transactions in Manufaktura’s e-shop increased by 150% compared to the same period the previous year, and sales rose by 112%. Even more – interest in the company-brand’s products was so great that from 10.12.2020 to 31.12.2020, due to lack of products, the e-shop had to suspend sales! The crowdfunding campaign also opened new business opportunities for the company’s management.
We are very proud of the awards received and thank the competition jury for appreciating our work. Such a prestigious award motivates our PR agency to continue actions in the field of public relations and strengthens our belief that we offer professional services. Congratulations to Ewelina Puławska, Ilona Rutkowska, and Jakub Macyszyn from Good One PR, who were responsible for carrying out the awarded project.
We also extend thanks to our client – the win would not have been possible without your openness to new ideas, willingness to cooperate, remarkable optimism, and commitment.
