pieces of coverage
average domain rating
million radio listeners
About the Preply Reactive Digital PR case study
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About the client and the brief
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What we delivered
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The results
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. Distinctly started the collaboration looking at digital PR campaigns but then identified a lot of trending news stories and social media trends that were relevant for Preply to provide comment and additional insight. The client agreed on a KPI of 7 linked pieces of coverage per month.
Awareness day calendar
We began by producing an awareness calendar of key dates and events in France across the year, including national holidays, cultural events and more miscellaneous days.
This allowed us to have a forecasted view of our reactive activity for the upcoming months, ensuring we were well-prepared to produce the campaigns in advance of a given awareness day.
Targeted media list building
Our strategy for media list building was dependent on the topic of the reactive campaign. For our study on ‘The most popular Christmas markets in France’, we curated targeted media lists in each region that ranked in the top 10. For those campaigns that were not region specific, such as, ‘The best French dishes, according to social media’, in advance of the national food festival, Gout de France, we used filtered Google searches to identify journalists covering the festival annually as well as those writing about the niche of French food.
Thorough data-led methodologies
Despite not having an on-site landing page, we ensured each mini reactive campaign stood with the same data-led methodologies that our hero campaigns had and were prepared for spotlighting questions from journalists.
We produced a series of 4 reactive campaigns which achieved:
- 25 pieces of coverage in top-tier national titles and lifestyle publications
- An average DR of 66
- 1.4 million listeners of radio coverage
- Around 700k televised news viewers
- Coverage on LinkedIn and X
If you are interested in digital PR or link building activity in a market outside of the UK, contact us here or find more information here.
Quote From Client
“The Distinctly team’s efforts secured extensive media coverage with links across both national and regional outlets, with major TV channels, prominently featuring Preply’s research. What set Distinctly apart was not only their impressive results but also their commitment and ease of collaboration.”
Anna Pyshna, PR & Communications Specialist at Preply
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