Case study - Foreign PR
1.
challenge: overcoming the lack of trust in a Polish analytical company, whose 99% of potential clients are located in… Hollywood
2.
insight: top-tier media in Hollywood want local data
3.
PR activities: cyclical analyses and reports for international media
4.
effects: publications in Variety, The Hollywood Reporter, and Yahoo; the campaign won two statuettes in the Złote Spinacze PR awards in the media relations category
How did we build the credibility of a Polish brand in the most competitive market in the world?
How to overcome the lack of trust in a Polish analytical company whose 99% of clients are located… in Hollywood? Thanks to consistent data storytelling and a presence in top industry media, PlumResearch became a credible analytical partner for the American entertainment industry. The result: over 300 publications, 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 offering an advanced analytical tool for measuring the popularity of SVOD (streaming) content, such as Netflix, Amazon Prime, or Disney+. Its natural competitors are major players like Nielsen, and 99% of its potential clients are located in Hollywood. Before starting the year-long PR campaign, Californian decision-makers were asking the Polish company’s representatives questions like: “Who actually are you? Will you be here in a year? We don’t know you.”
The challenge, therefore, was not only entering the market but, above all, building credibility in the most competitive media environment in the world.
Insight: local cultural context matters
In the entertainment industry, media outlets such as Variety, The Hollywood Reporter, and Yahoo shape the opinions of market leaders. We understood that:
- credibility in the USA is built through 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 proprietary communication.
PR activities: data storytelling in top media
We provided American journalists with regular, high-quality analyses, showcasing the unique value of PlumResearch data as a backdrop. Some contexts and messages were quite obvious (the most popular premieres on Netflix). Others went beyond the standard (e.g., what viewers really dislike) or were based on American cultural nuances. For example, on the occasion of Veteran’s Day, we discussed war films and series. We also made a gesture toward the one in five U.S. residents of Hispanic origin by preparing an analysis and a dedicated landing page titled “Netflix Latin American: a deep dive into local content and audience preferences.”
Key factors were:
- responding quickly to media inquiries despite the time difference
- constant cooperation with an American PR agency from our PR network,
- consistent positioning of PlumResearch as a source of expert knowledge.
Effects: media and business
U.S. companies that entered the company's sales funnel as a result of the PR campaign
0
U.S. publications
0
advertising value equivalent* (AVE)
$
0
mln
audience*
0
mld
TOP media
0
Variety, The Hollywood Reporter,
LA Weekly, The Wrap, Yahoo
LA Weekly, The Wrap, Yahoo
1
* Data from Muck Rack. As an agency, we do not attach particular importance to this metric, treating it instead as a potential source of preliminary comparative data (e.g., month-to-month).
Are you interested in this campaign? Read the full case study in English.
