pieces of coverage
average domain rating
million views on Twitter
Preply is an online language learning marketplace connecting more than 32,000 tutors teaching 50 languages to hundreds of thousands of learners in 180 countries worldwide.
Preply began working with Distinctly for digital PR work in their French market to improve brand awareness and gain authoritative links from national and regional French publications. The client agreed on a KPI of 7 linked pieces of coverage per month.
In order to achieve this, our team proposed a combined strategy of data-led hero campaigns and reactive PR.
The winning formula
Thorough, data-led methodology
- We surveyed 1510 residents from 15 of the biggest cities in France on the frequency at which they witnessed a series of 27 disrespectful behaviours in their city.
- Based on the frequency of each rude behaviour, we assigned each city an average ‘Rudeness score’. The cities were ranked in order of this score.
- Those surveyed were also asked if they agreed with the stereotype of French rudeness and why they believed that this stereotype existed.
- Lyon, was ranked the rudest city in France with an average ‘rudeness score’ of 9.41
- The extensive survey data also provided us with multiple reangles of the campaign, such as ‘The politest cities in France’ and ‘The least generous cities in France’.
Personalised outreach to target journalists
The campaign was targeted to journalists at national and relevant regional publications, as well as lifestyle publications. With fewer regional publications and reduced access to journalists’ contact details, it was crucial to effectively pitch the campaign with personalised emails. Referencing a previous, relevant story of the journalist and favouring quality over quantity helped grab the individual attention of each journalist.
The nature of the campaign provided us with several regional angles of approach. We were able to target journalists exclusively writing about a given region, despite many French publications being housed under a parent domain.
Substantial on-site content
We made sure that when producing the on-site content for the campaign, any potential secondary results were substantial enough to stand alone as their own campaigns. ‘The least generous city’ angle was picked up by several journalists as its own campaign, despite not having been the focus of the hero campaign.
This campaign hugely exceeded link targets and produced authoritative, varied results.
- 101 pieces of coverage across France, with 59 links over DR 40.
- An average domain rating of 68, indicating coverage from high-authority publications.
- Live coverage on France’s main TV news channel, TF1, with an average of 4.7 million daily views
- Tweets from CerfiaFR, achieving 2.4 million views, as well as 3k retweets and 12k likes.
See the full campaign here.
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