Sharing knowledge and helping people is an inherent part of our strategy. Therefore, we are very happy to be recognized with a 2018 Silver Paper Clip Award for our work on the zRozum YouTube channel launched in collaboration with Grupa Abstra, a leader in developing specialized YouTube content in Poland. The award ceremony took place on December 7th at Sofitel Hotel in Warsaw.
The zRozum (Understand) channel emerged thanks the synergy of expert knowledge in psychology provided by SWPS University and the experience in developing content attractive to young viewers and expertise in building online presence and reaching large audience delivered by Grupa Abstra. YouTube, as the most popular content sharing platform in the world was an obvious choice for this project.
The goal was to develop the most popular YouTube channel in Poland, offering professional and educational content, presenting psychological knowledge in a format attractive for middle and high school students. Topics were specially selected to center around issues and problems of adolescence and discussed in a professional yet interesting way for young people.
Grupa Abstra was responsible for the format of videos and for ensuring wide distribution and reach of the content. SWPS University, on the other hand, provided professional psychological content and consultations by psychologists, who contributed to script development and shared their knowledge in a way accessible to teenagers.
The result exceeded expectations. Month by month, the number of subscribers and views was increasing rapidly. In less than six months the goal of creating the most popular channel on Polish YouTube, offering educational psychology-focused content was achieved. At the end of 2018, the channel enjoyed 215,000 subscribers, close to 11 million views and dozens of comments under each video.
The value of psychological information and knowledge that have reached young people thanks to zRozum channel is priceless. Taking into consideration the numbers and value, the Silver Paperclip in the category Content Marketing – Branded Content, for the YouTube zRozum channel, which was developed by Grupa Abstra in collaboration with SWPS University, was well deserved.
For many years, SWPS University has been sharing knowledge with the audience wider than just its student body, in the form of free lectures and workshops. We want to make science-based knowledge available to everyone, regardless of their age or place where they live. We are very happy that our efforts are meeting with ever increasing interest. It is very motivating for us and helps us to plan future projects. I would like to encourage everyone to follow us online, because we will be launching new channels soon.
Kinga Nowacka, Director, Marketing Department
For many years, SWPS University has been sharing knowledge, in the form of free lectures and workshops addressed to teenagers, parents, and teachers. We focus on topics and issues important for all these groups. We are constantly developing new Internet channels of communication, where everyone can access professional content and have an opportunity to listen to experts specializing in different disciplines.
"Our YouTube channels enjoy huge popularity and are constantly developing. We strive to understand and meet the needs of our audience and provide answers to their questions. It is a natural step in our social media strategy that we have been implementing for the past few years. We will continue to develop our online presence by adding valuable content, including written texts, audio and video materials, and by using all tools that the Internet has to offer", says Kinga Nowacka, Director of the Marketing Department.
The Golden Paper Clips Competition was launched by the Polish Public Relations Consultancies Association (PPRCA), in 2003. The goal of the competition is to encourage professional attitudes and raise standards in the PR industry as well as to create a positive image of the industry by the promotion of the best and most creative projects in Poland. The competition also helps to educate business community on the value of professional PR in business. This year, the Golden Paper Clips were awarded for the 16th consecutive year. The jury assessed projects in 32 categories. SWPS University once again was among the best in the industry.