Case study - MEDIA RELATIONS
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effects: increased brand recognition of Scaleway, a French cloud service provider, in Poland
How did we introduce the topic of Europe's digital sovereignty to the media before it was fashionable?
In 2020, almost no one in Poland talked about digital sovereignty. The topic of independence of Europe's cloud infrastructure remained niche, with public debate dominated by global players outside the EU. For Scaleway - a French cloud service provider - this meant the need to simultaneously build a market for the idea and brand recognition. We focused on a clear narrative, a strong opinion leader and consistent media education.
The challenge: connect the mission with the product
In 2020–2021, the topic of digital sovereignty in Poland practically did not exist in the public debate. The discussion about the independence of Europe's cloud infrastructure was niche and limited to a small group of technology media. For Scaleway this meant a double challenge:
- building awareness of the need for European digital independence
- introducing a little-known brand to the market, communicated centrally from Paris
An additional barrier was the lack of local expert representation and the editorial staff's caution towards a new player in an area dominated by American technology giants.
Insight: a mission needs a face
The key was to combine mission communication with product communication. The narrative about digital sovereignty could not function in isolation from real cloud services - it had to be embedded in specific solutions. At the same time, an expressive, uncompromising opinion leader was needed.
This role was taken over by Scaleway's CEO, Yann Lechelle, who became the face of the narrative about European digital independence and regulations such as the Digital Markets Act and the Digital Services Act.
PR activities
- CEO Yann Lechelle's commitment: Profeina focused on building the image of Yann Lechelle as an expert who can speak convincingly about digital sovereignty or European regulations.
- Creating expert content and educating the market: Preparation and distribution of articles and materials that explained the need for digital sovereignty in media such as Computerworld.pl and Puls Biznesu.
- Building credibility through reports: We supported the publication of GAIA-X studies, connecting Scaleway's mission with specific product solutions for the European market.
- Involvement in industry events and conferences: Participation in events such as Cloud Reseller News or HackYeah strengthened the recognition and position of Scaleway in Poland.
Effects
