Table of content

CASE STUDY

How Brand24 Supports Zrzutka.pl in International Expansion and Domestic Market Growth

Waleria Pągowska
August 9, 2024
6 min read

1. About the client

We spoke with:

Alicja Wójcik
Marketing & Social Media Specialist at Zrzutka.pl

Zrzutka.pl

Zrzutka.pl is one of Poland's largest crowdfunding platforms, allowing users to organize collections for a wide range of purposes, including social projects, charitable causes, educational initiatives, and personal endeavors.

Users can easily create a fundraiser, set a financial goal and timeline, and promote it on social media and other channels. The platform has become popular due to its simplicity, transparency, and the ability for anyone to start a collection for free. 

4fund.com

Building on this success, the team launched 4fund.com, an international version of the platform. 4fund.com aims to replicate the success of Zrzutka.pl on a global scale, accommodating multiple European languages and facilitating transactions in euros.

We spoke with Alicja Wójcik, Marketing and Social Media Specialist at Zrzutka.pl, about how she utilizes media monitoring in her work. 

2. Problem

Following the success of Zrzutka.pl in Poland, the team set its sights on international expansion with the launch of 4fund.com. However, entering the global market presents new challenges. As the platform gains traction worldwide, it must navigate different languages, currencies, and cultural nuances in online giving.

To succeed internationally, Zrzutka.pl needs to maintain its reputation for simplicity and transparency while adapting to the specific needs and expectations of new markets. This requires not only sophisticated monitoring tools but also strategic adjustments in marketing and community engagement.

3. Solution

Market and Competition Analysis in International Expansion

In 2023, Zrzutka.pl launched the international version of its portal, 4fund.com. This European platform operates similarly but supports all European languages and processes payments in euros.

 

4fund.com website.

 

Using Brand24 for the international platform was a natural step for Alicja. “We use Brand24 for 4fund.com as well. Since it works well for Zrzutka.pl, there’s no need to look for another tool.”

 

Brand24 statistics highlighting the most influential websites, key metrics, and top sources. Source: Brand24.

 

In the domestic market, where Zrzutka.pl's position is established, Brand24 primarily monitors mentions of fundraisers appearing online. However, for 4fund.com, a new European initiative, media monitoring plays a crucial role in market and competition analysis.

 

Examples of keywords configured for market research on 4fund.com. Source: Brand24.

 

Alicja uses this data to better understand the needs of international audiences, enabling effective action planning. This allows the Zrzutka.pl team to tailor the 4fund.com strategy to the international market's specifics.

 

Exemplary Mentions & reach chart for a project. Source: Brand24

Strengthening Customer Relations

Good relations with fundraiser organizers are vital for the Zrzutka.pl team. Alicja also uses Brand24 to build bonds and proactively support their efforts.

"Organizers sometimes don’t tag us when promoting their fundraisers online, so Brand24 helps us find these mentions. We can then offer support, provide advice, share their efforts in our materials, or co-create content. Brand24 allows us to meet organizers halfway. Sometimes, we simply cheer for these fundraisers, keeping them close to our hearts, remembering them, and encouraging our friends to contribute," says Alicja.

Example of a mention gathered for the 4fund project. Source: Brand24.

Brand Monitoring and Mentions

Alicja consistently monitors Zrzutka.pl-related content using Brand24. The term “zrzutka” (eng. fundraiser) is very popular, with users applying it in various contexts. Alicja configured keywords to capture every new mention of fundraisers.

There are many collections online, but their organizers don’t always tag us in their content. Moreover, portals writing about fundraisers sometimes don’t include links. Brand24 helps us identify such mentions online.

Alicja Wójcik

Marketing & Social Media Specialist at Zrzutka.pl

Given the multitude of mentions, scrutinizing each one is daunting. Using the Influence Score filter, Alicja prioritizes the most significant publications, those with the greatest reach.

The Influence Score filter in Brand24 enables you to focus on only the most impactful mentions, filtering out less influential content.

The word 'zrzutka' (eng. fundraiser) is now used as a synonym for any online fundraiser, resulting in numerous mentions. Thanks to Brand24, I can easily find the most impactful materials and examine them first.

Alicja Wójcik

Marketing & Social Media Specialist at Zrzutka.pl

Monitoring mentions allows her to stay updated on fundraisers promoted online, especially those shared by media or influencers. Media exposure is crucial for fundraising success, often ensuring their achievement.

 

AI-generated recommendations from Brand24 based on the data collected in the project. Source: Brand24.

Slack Integration

One of Brand24's key features that Alicja values most is its seamless integration with Slack. This integration removes the need to manually launch Brand24 each day or constantly check a separate tab, although she still does so regularly.

 

Integration of Brand24 with Slack. Source: Brand24

 

As she explains, "All I need is to have Slack open, which is my primary work tool. Mentions with the appropriate Influence Score are automatically routed to a dedicated channel. This setup allows me to monitor the most important publications in real-time, with Slack always accessible on my second monitor. By filtering out less impactful content, I avoid notification overload and can work more efficiently."

 

Example of a Brand24 mention on a Slack channel. Source: Slack

4. Conclusion

Alicja sees tremendous value in enhancing her marketing efforts through media monitoring insights. She also recognizes that there are still numerous untapped benefits within Brand24 that she has yet to explore.

Brand24 and Zrzutka.pl offer vast possibilities that go far beyond simply creating a fundraiser or monitoring the web. There’s so much more to uncover. I view both tools as powerful combines, packed with features waiting to be explored, tested, and utilized. This parallel inspires me to delve deeper into what Brand24 has to offer.

Alicja Wójcik

Marketing & Social Media Specialist at Zrzutka.pl
Hi!

Nice to see you scrolled all the way down here! Here at Brand24, we really enjoy hearing our customers' success stories. This assures us of the tool's utility and makes us proud that we can help you with whatever you use our tool for.

Maybe you also happen to use Brand24 in your day-to-day work and want to share your case with the world. If so, feel free to write me!

Till the next case study. Toodles!

1650997866002
Waleria Pagowska
Product Marketing Specialist

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