- Location: University of Gdańsk, Faculty of Economics
- Study programme: International Business (specialisation: International Marketing)
- Lecturer: Aleksandra Wolska, Social Media Manager at LemonMedia
What does influencer marketing look like behind the scenes? How do you plan and run a campaign to make it as effective as possible? What makes a brand resonate with people and stay with them long-term? And what role do content creators play in all this — the very people who genuinely influence the decisions and emotions of their audiences?
These were the questions addressed by our Social Media Manager, Aleksandra Wolska, during a practical session for students of the International Business programme (specialisation: International Marketing) at the University of Gdańsk. The visit took place on May 7th, 2025, and served not only as an opportunity to share knowledge but also as a real exchange of experience between practice and theory.
From Planning to Impact – Real Campaigns, Real Tools
During the session, Aleksandra Wolska presented the process of creating influencer marketing campaigns using examples from LemonMedia’s portfolio. She focused on key stages: defining objectives, selecting the right creators, planning budgets, and optimizing communication. She also discussed how to choose the appropriate channels, formats, and collaboration models based on the brand’s needs and its target audience.
Instead of abstract frameworks, students were introduced to practical solutions used in real campaigns — both for international companies entering the Polish market and for Polish brands expanding abroad. The presented case studies showcased a variety of approaches: from image-building activities and product-focused campaigns to long-term collaborations with creators acting as brand ambassadors.
Q&A Session, Industry Insights, and Directions for Change
The session concluded with a Q&A segment, where students had the opportunity to ask detailed questions about working with influencers, gain behind-the-scenes insights into the presented campaigns, and share their own observations. There was also space for reflection on how the role of digital creators in brand communication is evolving — and what challenges may emerge in the years to come.
Thanks to direct interaction with a practitioner, participants had the opportunity to view influencer marketing not just as a market phenomenon, but as a tool that—when used effectively—can genuinely influence consumer decisions and build brand value.
Why is this important to us?
For us, meetings like this hold real value. They give us a chance to showcase what everyday work in an agency looks like — but also to listen to the questions and expectations that the new generation brings into the industry. It’s a two-way exchange — we learn from each other.
We want to be present where the careers of future marketers begin. That’s why we value collaboration with universities that prepare students not just for exams, but for the real challenges they’ll face in the professional world. The session at the University of Gdańsk was exactly that kind of moment — concrete, practical, and meaningful. And we hope there will be many more like it.
Link to the article on the university’s website:
https://ekonom.ug.edu.pl/news/33235/zajecia-z-praktykami
