The media house Value Media is introducing the online fashion store About You to the Polish market with a spectacular campaign.
The comprehensive media strategy for the About You launch is handled by Value Media, which was honored with the title Media House of the Year 2017. It is one of three media houses belonging to the largest independent communications group, Group One. The result of the collaboration between About You and Value Media is one of the largest campaigns in Poland and the building of a strong market position for the brand. The communication activities will include the purchase of advertising time on television, radio, and in cinemas, as well as the purchase of advertising space in the press and on OOH and DOOH media. The execution of the activities is handled by the team of Iga Wachowicz, Communication Director at Value Media.
About You: a new player in Polish e-commerce
About You is a dynamically developing online clothing store. It was founded in 2014, and its headquarters are in Hamburg. It is present in the markets of six European countries. It is valued at over one billion dollars. In the 2018/2019 financial year, it plans to double its revenue, reaching EUR 480 million.
The Polish About You website offers nearly 50,000 products from over 500 brands. What sets it apart from other online stores is the ability to tailor the offer to each customer's individual style.
Winning About You is another success for Value Media on the media market, which confirms high competence, reliable analysis, and a business-oriented approach to the Client's goals. We are all the more pleased with the win because we competed until the very end with the largest media houses for a project that will permanently change the balance of power in the clothing e-commerce market. Our task is to build communication for the About You brand in Poland and strengthen its position through one of the largest campaigns in recent times. The enormous scale of the activities and the opportunity to build the brand's communication strategy in the media from the very beginning will allow us to fully use the unique know-how and competence of the team, says Anna Dzierzędzka, Chief Growth Officer at Value Media
Concepts from the article
OOH — Out of Home / advertising outside the home. Advertising that reaches audiences outside the home, e.g. billboards, citylights, public transport media, airport advertising, and large-format screens. It requires planning of location and exposure.
Why it matters: It works where people already are: on streets, at stops, on commuting routes. It builds local reach and brand recall without fighting for attention in an overloaded internet.
When it is used: When building awareness, in local campaigns, and to support launches; location and exposure determine everything.
What happens if it is omitted: A digital-only campaign bypasses people away from screens — and purchasing decisions are also made on the way to the store.
DOOH — Digital Out of Home / digital advertising outside the home. A digital variety of OOH using LED screens, digital citylights, screens in shopping malls, airports, or transport. It enables dynamic creatives, scheduling, and sometimes contextual targeting.
Why it matters: It combines the reach of outdoor with the flexibility of digital: creatives can be changed remotely, according to time, weather, or location — without printing and posting.
When it is used: In urban campaigns requiring flexibility: screens in shopping malls, at stops, stations, and airports.
What happens if it is omitted: A traditional medium hangs with one creative for a month — with no reaction to context and no possibility of correction after launch.
Summary
Value Media, a media house honored with the title Media House of the Year 2017, will lead the launch campaign for the online store About You on the Polish market. The strategy will include the purchase of advertising time and space on television, radio, in cinemas, in the press, and on OOH and DOOH media. This is one of the largest campaigns of its kind in Poland, aimed at permanently strengthening the brand's position.
About You, valued at over one billion dollars, plans to double its revenue to EUR 480 million in the 2018/2019 financial year. The Polish website offers nearly 50,000 products from over 500 brands. Value Media's win shows the growing competition in the clothing e-commerce sector — the country's largest media houses competed for the project.
