June 25, 2025
Digital PR is more than just doing a data study and sending out a press release. It’s a combination of creative storytelling, relevant data, and strategic outreach. The goal: not just to generate media attention, but also to earn valuable backlinks and brand mentions that support your SEO objectives.
But what does that look like in practice? In this blog, we share three examples of Digital PR campaigns, from both the Netherlands and abroad, that stand out for their clever angle, reach, and link value.
1. Haibu – Study: Skincare for children, worrying or normal?
The wholesaler for hair & beauty professionals Haibu conducted a survey among 800 Dutch respondents about the use of skincare products by children. The study revealed that 35% of parents believe their children should only start using skincare products from the age of 16, while 41% of parents don’t mind their children using skincare, as long as it’s in a ‘normal’ amount. A striking 89% of parents believe that influencers are the biggest factor contributing to young girls using skincare products.
Why it works:
- Engaging and topical subject: Skincare for children is a growing phenomenon that concerns many parents. By addressing this societal trend, Haibu taps into familiar concerns and increases the relevance of their brand.
- Use of strong data: The concrete percentages from the survey give the press release credibility and make it easy for the media to adopt.
- Clear positioning: Haibu positions itself not only as a supplier of products, but also as a brand that takes responsibility and explores the behavior of parents and children. This strengthens its image as a reliable and conscious player in the market.
- Measurable result: Thanks to the study and clear angle, 16 placements were achieved, including coverage in De Telegraaf and KEKMAMA. The total media value amounted to €6,120, a strong result highlighting the impact of this campaign.
2. Hallmark – Study: Desire for children, parenthood, unconditional love and the search for balance
Hallmark conducted a representative survey among 1,065 Dutch respondents on the role of the desire to have children within relationships. The study revealed that nearly 1 in 10 Dutch people have ended a relationship due to a difference in wanting children. Only a small group of 5% said they had reached a compromise on the matter. Notably, 27% of couples talk about having children within the first year, and 13% even bring it up during the first few dates. Still, 16% of respondents said they never discuss the topic with their partner.
The question “When are the kids coming?” also turns out to be a sensitive one. 35% of people with an unfulfilled desire to have children find the question upsetting. Among people who do not want children, 12% say they often feel the need to justify their choice.
For many women, motherhood is a long-cherished wish: 52% of mothers knew early on that they wanted to become a mom, while 24% only felt that desire after finding the right partner. At the same time, parenting isn’t always easy: 44% struggle to balance work and family life, 37% experience emotional ups and downs, and 35% sometimes doubt their own parenting abilities.
Why it works:
- Relatable and personal theme: Parenthood and the desire for children are deeply emotional topics that resonate with many people. By addressing these emotions, Hallmark gets to the heart of its brand: expressing feelings.
- Strong and distinctive data: The survey was conducted with over 1,000 respondents, which adds credibility and impact. The percentages give the article news value, make it tangible, and attractive for the media to adopt or quote.
- Brand-enhancing message: Hallmark presents itself as more than just greeting cards. The brand delves into the emotions behind the card, showing itself as engaged and human.
- Measurable result: This campaign resulted in 15 placements, including KEKMAMA and Ouders van Nu. The total media value was €7,236 a strong testament to the relevance and appeal of the topic.
3. Parkos – Study: Longest walking distances at European airports
Parkos researched walking distances at 30 European airports and published the results in several countries, including the Netherlands, Spain, France, and Italy. The study showed that passengers at Madrid Airport have to walk the most on average: 2.5 kilometers from entrance to gate. Paris Charles de Gaulle Airport (2.35 km) and Frankfurt Airport (1.84 km) also scored high. Dutch airports ranked somewhat lower: at Schiphol, the average walking distance is 1.46 km, and at Eindhoven Airport, it’s only 485 meters.
Why it works:
- Practical and surprising topic: Traveling through airports is something millions of people deal with every year. By highlighting a familiar yet rarely discussed topic like walking distances, the study surprises and stays close to the reader's experience.
- Clear data: The data is clear and usable. Media can easily create a list or infographic. Mentioning specific distances per airport makes the topic attractive and visually strong.
- Brand-enhancing message: Parkos shows it's more than just a parking provider. The brand actively thinks along with the full travel experience and positions itself as a helpful guide for travelers from departure to arrival.
- Research method and international results: The study was conducted using their own measurements via Google Earth, with distances per airport precisely scaled. The campaign was not only successful in the Netherlands with 127 placements and a media value of €60,530, but also saw success abroad:
- Spain: 18 placements
- France: 24 placements
- Italy: 35 placements
This international approach shows that the topic resonates not only locally but also across Europe.
What you can learn from this
Digital PR is all about relevance, creativity, and timing. The campaigns in this blog show that Digital PR especially revolves around the following elements:
- Digital PR doesn’t focus on promoting a product or service, but on telling the story around it. It’s about creating relevant, editorial angles that tie into broader societal or cultural themes.
- The goal is to offer journalists content they actually want to write about. That means: newsworthy, well-supported stories that fit within their editorial formats and are interesting for their readers.
- A data-driven approach makes the story stronger and more distinctive. Especially when the data is original, current, or surprising, it draws attention from editors looking for unique angles or supporting evidence for broader trends.
Whether you represent a major brand or a smaller player, if the idea is strong, you can earn media attention and build your online authority.
Junior Digital PR Specialist
Marjolein van Loenen is a Junior Digital PR Specialist at Seeders Zwolle. With a keen eye for detail and a passion for creating engaging online content, Marjolein helps our clients boost their online presence and reach their target audience effectively. With a strong background in digital marketing and a dedication to staying up-to-date on the latest industry trends, Marjolein is an essential member of our team in Zwolle.
