Search
PR
AI Visibility
Social
Creating Conversations Across Multiple EU Markets for Preply
We pinpointed a travel trend and produced localised content to boost Preply's search visibility and attract new users across key European language markets.
174
Pieces of coverage
129
Links
35601
Engagements
The Brief
Preply was looking to boost search visibility across its four largest language markets (English, Spanish, Italian, and German), grow authority in its category, increase brand awareness, and drive new users to the site. Given the target markets, our primary focus was undeniable: European travel.
The Plan
In order to create something that would translate across markets, we had to carefully consider the differences in media landscape for each of Preply’s target territories to ensure we had a campaign that would deliver broad appeal at a regional level. We needed something that was timely, data-led, and that would tap into trending news stories.
- Seasonality – We needed to launch in time for the summer holidays when travel is of higher interest to journalists, the general public and to our Preply customer segment.
- International data – We had to include data that covered Europe to be of interest to our key market audiences and to showcase Preply as an authority across different markets.
- Unique data – We needed a unique insight to get cut through with journalists during a busy season. We also wanted to provide useful and interesting content for the audience.
- Evergreen content – To grow brand awareness, we wanted an idea that would continue to build links after outreach had finished.
To achieve this, we focused on a timely, data-driven campaign about the “most walkable cities in Europe”. This resulted in a well-optimised campaign with localised content for each market.
The campaign was a huge success, earning 174 media placements with high-quality backlinks, significantly boosting brand awareness and driving new traffic to Preply’s site.
Spotlight Campaign
We came across a trend of travellers sharing their step counts on city breaks, which sparked the concept of “the most walkable cities in Europe”, perfectly timed for summer and tailored to all four of Preply’s key markets.
We scraped blogs, forums and travel sites to identify the top 30 most-mentioned European cities, then used a leading review site to find the top five attractions in each. Google Maps’ route planner gave us the quickest walking route between them, from which we calculated total miles, time, steps and calories burned.
Implementation:
- Onsite content, designs and press assets localised for each of the four markets
- Content optimised to target Preply’s keywords and category pages
- Expert commentary on immersing yourself in local culture on foot, to enhance EEAT signals
the results
Launched in June 2023, the campaign targeted a range of press including international, national, regional, travel/lifestyle and health, delivering above KPIs across the board.
It received 174 media placements to date, with 127 Follow or Nofollow links to the home, campaign or product pages at an average DR of 54. The campaign generated over 35.6K engagements and 4.71 million estimated views, enhancing Preply’s authority and brand awareness across multiple markets. We also succeeded in driving new users to site, with 2,534 new visitors, 2,931 total visitors and 698 referral sessions.
Coverage highlights:
- The Express (DR 89, link)
- Daily Star (DR 83, link)
- Elle ES (DR 89, mention)
- Economia Digital (DR 72, link)
- Vanity Fair IT (DR 80, link)
- SKY IT (DR 83, mention)
- Reise Reporter DE (DR 70, link)
- GEO DE (DR 81, link)
