Using Expert and Data-Led Digital PR to Elevate Unobravo Across Italy, Spain and France
| placements secured across three markets | |
| % | of KPI achieved in Italy |
| additional links forecast in the next 6 months |
The Brief
Unobravo, a leader in online psychological support, partnered with Kaizen to strengthen its brand authority and expand visibility across Europe. The brand’s goals were clear: increase awareness and engagement in its established Italian market, accelerate growth in Spain, and begin building authority in France.
At the heart of the partnership was the mission to secure high-quality backlinks and expert-led media coverage, ensuring that Unobravo was recognised not only as a service provider but as a trusted voice in psychology and wellbeing. Long term, the strategy needed to support Unobravo’s international ambitions, positioning the brand as a category leader in accessible, online therapy.
What We Did
Our approach was phased and data-driven, balancing creativity with measurable outcomes.
During the initial contract period, Kaizen secured 321 placements across Italy, Spain and France. Results showed that lifestyle and social themes consistently delivered the strongest coverage, particularly when tailored to regional nuances. In Italy, hyper-local data and cultural insights drove journalist uptake, while in Spain, media outlets responded best to stories underpinned by robust and verifiable statistics. Similarly, for France, including strong data sources backed by credible expert insights was a successful strategy.
We also identified a recurring challenge: many outlets in these markets preferred to mention brands without linking. To maximise value from these mentions, we worked with Unobravo to ensure that all brand references were contextualised, clearly defining its role and offering. This approach not only improved visibility but also reinforced trust and recognition among readers.
Building on these insights, the new contract introduced a more streamlined structure. Hero campaigns, micro-campaigns and reactive content now formed the core of delivery, with quarterly editorial planning sessions ensuring alignment with Unobravo’s wider marketing and SEO priorities. New tracking methods were introduced to monitor not just links but expert mentions and brand references.
Link reclamation campaigns across all markets recovered lost and broken backlinks, reinforcing Unobravo’s historic authority and maximising the value of previous PR coverage. Building on insights from the SEO audit and market research, we developed a series of reactive, micro, and hero campaigns that addressed key thematic areas, including family and parenting, relationships, and burnout. Topics such as Family Fatigue and the Age of Independence, Ghosting in Dating, and workplace pressures like Burnout and Remote Working were chosen for their relevance to audiences and alignment with priority pages.
These campaigns were cross-market, but each was tailored with unique data and regional angles for Italy and Spain to ensure local relevance. Outreach was carefully adapted by market specialists, combining culturally resonant narratives with expert commentary to generate contextualised coverage, drive backlinks, and reinforce Unobravo’s positioning as a trusted voice in online psychology.
Across all markets, these campaigns were designed to move beyond simple brand mentions, ensuring stories carried context, authority and relevance for both audiences and search engines.
The Outcomes
In the first contract period, Kaizen secured 321 placements across three markets, with Italy alone achieving 124% of its KPI. Coverage in Spain delivered particularly strong SEO value, with nearly nine in ten articles including a follow link, while French campaigns began laying the groundwork for long-term authority.
Since the beginning of the contract, broader visibility metrics have also improved. Traffic to the Unobravo site has increased by 44%, and the number of keywords ranking in positions one to ten has grown by 136%. While some of this uplift is supported by SEO and paid search initiatives, the Digital PR programme has been instrumental in strengthening authority signals, driving contextualised coverage and building trust across multiple markets.
Crucially, Unobravo is now consistently positioned as a trusted expert in online psychology. Coverage has shifted from simple brand mentions to data-driven, contextualised stories, enhancing both the backlink profile and credibility with audiences and search engines. The renewed strategy is forecast to deliver an additional 177 links over the next six months, ensuring the programme continues to support Unobravo’s long-term ambition to lead the online therapy category across Europe.
Why It Worked
The success of Unobravo’s campaigns came from the balance of data-driven storytelling, cultural tailoring and SEO precision. Journalists in Italy, Spain and France consistently responded to regionalised insights backed by strong data, while audiences resonated with human-interest angles around wellbeing, lifestyle and relationships.
By positioning Unobravo’s psychologists at the centre of every campaign, Kaizen ensured that coverage carried authority, trust and direct brand relevance. Selective targeting of high-quality media outlets maximised SEO impact, while micro-campaigns ensured agility and reactivity in fast-moving cultural conversations.
The result is a sustainable, international Digital PR programme that strengthens Unobravo’s authority today while laying the foundations for long-term growth across Europe.
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