Case study - foreign PR
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effects: publications in Variety, The Hollywood Reporter and Yahoo, the campaign gained two statuettes in the Golden Clips PR competition in the media relations category
How did we build the credibility of the Polish brand on the most competitive market in the world?
How to overcome the lack of trust towards a Polish analytical company, 99% of whose clients are… in Hollywood? Thanks to consistent data storytelling and presence in top industry media, PlumResearch has become a reliable analytical partner for the American entertainment industry. Result: over 300 publications, PLN 1.6 billion reach and two statuettes in the Złote Spinacze competition.
Challenge: what is a Polish company doing in Hollywood?
PlumResearch is a company that offers an advanced analytical tool for measuring the popularity of SVOD (streaming) content, i.e. platforms such as Netflix, Amazon Prime or Disney+. Its natural competitors are therefore big players like Nielsen, and 99% of its potential customers are in Hollywood. Before the start of the year-long PR campaign, Californian decision-makers asked representatives of the Polish company questions such as: "Who exactly are you? Will you be here next year? We don't know you."
The challenge was not only to enter the market, but above all to build credibility in the most competitive media environment in the world.
Insight: local cultural context matters
- credibility in the USA is built by presence in these titles
- the key is data embedded in the American cultural context
- industry media are a more effective channel for building trust than own communication.
PR activities: data storytelling in top media
We provided American journalists with regular, qualitative analyses, in the background showing the unique value of PlumResearch data. Some contexts and messages were quite obvious (most popular premieres on Netflix). Others went outside the box (e.g. what viewers really don't like) or were based on American cultural nuances. For example, on Veteran's Day we discussed war films and series. We also made a nod to every fifth US resident is of Hispanic origin, preparing an analysis and a dedicated landing page “Netflix Latin American: a deep dive into local content and audience preferences”.
- quick response to media inquiries despite time differences
- permanent cooperation with the American PR agency z our PR network,
- consistent positioning of PlumResearch as a source of expert knowledge.
Effects: media and business
LA Weekly, The Wrap, Yahoo
Are you interested in this campaign? Read it full case study in English.
