Earning high-quality coverage for a global eSIM brand through data-led digital PR
The Challenge & Opportunity
With a growing international presence, the international eSIM provider partnered with Aira to strengthen their organic visibility and authority within the travel and digital connectivity space. Their focus was on earning high-quality coverage from relevant, trusted publications through creative, data-led digital PR campaigns.
They needed a digital PR team that could consistently secure media coverage (and links) across international publications where their target audience sits, and build relevance and topical authority within the travel and tech landscape.
This international eSIM provider operates in an increasingly competitive landscape. To secure coverage in the right places we needed to deliver a 12-month programme of activity which could cut through the noise of other travel brands, and resonate with both the target audience and therefore key publications.
- Alex Fiske, Digital PR Lead
To dig into the opportunities at the time, the digital PR team drew upon over 10 years of travel sector experience, competitor insights, as well as an up-to-date media landscape analysis.
The solution
We combined large data-led campaigns with time-sensitive reactive campaigns which latched onto media events. These were spread throughout the 12-month period to give us a constant stream of relevant, new stories and maintain consistency when it came to media outreach.
Each campaign was crafted from free third-party data sources. These data sources were analysed in new ways, or cross-analysed, to create new, unique data sets. These became our timely, relevant stories that journalists genuinely wanted to write about for their target audience - a target audience which crossed over with the client's target personas.
By taking existing data and cross-analysing it into something new and insightful, we were able to create stories that journalists actually wanted to cover and which aligned with real travel trends and consumer interests. This ensured our campaigns were both relevant and valuable, resulting in consistent high quality coverage.
- Laura Brothers, Senior Digital PR Specialist
To keep our stories current, we ran brainstorms every 3 months around travel trends, real-world factors which would be influencing the target personas, and topics which were being covered by key target media. Not planning too far ahead with larger campaigns too enabled us to jump on current trends and new data sets as they arose.
The Results
Over our first 12 months working together we exceeded all KPIs.
We landed 119 pieces of coverage and 83 links (KPI: 80), 42 of which were from new referring domains. The average DR of links secured was 65, which significantly surpassed the benchmark set of 40+.
Our digital PR campaigns were regularly featured in the most authoritative travel press including CNTraveler, Travel + Leisure, TimeOut and TravelNine.
Whilst our KPIs were set on coverage, specifically links, and quality of linking sites; the results and outputs of the first 12-months of our partnership, namely regularly being featured on the most trusted travel publications, will have supported brand strength, and therefore visibility across traditional and AI search spaces.
- Chloe Osunsami, Head of Digital PR
Due to our successful first year, we’re continuing to work with this global eSIM provider to secure high-quality coverage, to support organic visibility and build topical authority.
You can find out more about what digital PR is here, or visit our digital PR service to understand how we can help your brand.