Digital PR & Marketing
JBH
Full Credential Description
Preply, a leading online language learning platform, faced the challenge of standing out in a highly competitive market while also enhancing its SEO presence. To address this, the team developed the UK Polite Cities Index, a digital PR campaign designed to resonate emotionally with audiences and spark conversation about regional politeness across the UK.
The campaign utilized semantic analysis of TripAdvisor reviews to identify the most and least polite cities in the UK, creating a narrative that was both engaging and shareable. The strategy included a mix of short-term and long-term digital PR tactics. Short-term efforts involved reactive pitching that highlighted specific statistics relevant to various UK cities, which helped generate targeted links that aligned with Preply's objectives for increased UK market visibility. The longer-term approach focused on cultural discussions around politeness, encouraging journalists to engage with local residents about the findings, which resulted in coverage from high-authority and niche publications.
The results of the campaign were significant. It achieved 40 links with an average Domain Authority (DA) of 60, and garnered 71 million views across social media platforms. The campaign also resulted in 20 million shares, 3,200 comments on articles, and 88,000 likes, effectively enhancing Preply's brand awareness and opening up new audience segments. This strategic blend of data-driven storytelling and community engagement not only elevated Preply's profile but also fostered meaningful discussions about regional identity and politeness in the UK.