Case study - media relations
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challenge: introducing the topic of digital sovereignty into the Polish debate; centralized communication managed from Paris
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insight: combining a mission-driven narrative with cloud product communication based on the distinct voice of CEO Yann Lechelle
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PR activities: media relations, industry events
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results: increase in 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 Europe’s cloud infrastructure independence remained niche, and public debate was dominated by global players from outside the EU. For Scaleway – a French cloud service provider – this meant the necessity of simultaneously building a market for the idea and brand recognition. We focused on a distinct narrative, a strong opinion leader, and consistent media education.
Challenge: connecting mission with product
In the years 2020–2021, the topic of digital sovereignty in Poland practically did not exist in public debate. The discussion about the independence of Europe’s cloud infrastructure was niche and limited to a narrow circle of technological 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 caution of editorial offices toward a new player in a field dominated by American tech giants.
Insight: a mission needs a face
The key was to combine mission-driven 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, a distinct, uncompromising opinion leader was needed.
This role was taken on by Scaleway’s CEO, Yann Lechelle, who became the face of the narrative on European digital independence and regulations such as the Digital Markets Act and the Digital Services Act.
PR activities
- CEO Yann Lechelle’s engagement: Profeina focused on building Yann Lechelle’s image as an expert capable of persuasively speaking about digital sovereignty and European regulations.
- Creating expert content and market education: Preparation and distribution of articles and materials explaining the need for digital sovereignty in media outlets such as Computerworld.pl and Puls Biznesu.
- Building credibility through reports: We supported the publication of studies regarding GAIA-X, linking Scaleway’s mission with specific product solutions for the European market.
- Engagement in industry events and conferences: Participation in events like Cloud Reseller News and HackYeah strengthened Scaleway’s recognition and position in Poland.
Results
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Profeina effectively introduced and strengthened the narrative of Europe’s digital sovereignty through PR activities conducted for the Scaleway brand, based on cooperation with Yann Lechelle and effective market education. The ongoing activities built a foundation for Scaleway’s recognition as a player that not only provides advanced cloud services but also engages in the dialogue regarding Europe’s digital independence.
