How to create a successful digital PR campaign

8 stappen voor een succesvolle digitale PR-campagne

1. Brainstorming

Coming up with a good idea sounds simple, but this step demands the most creativity, and in practice, it can be quite challenging. During a brainstorm session, we sit down with our team and with you as the client. We dare to think creatively and, above all, out of the box. We check which trends are relevant, what keeps your target audience engaged, and what the media is writing about. A unique and newsworthy angle is crucial.

2. Define goal(s) and angle

What do you, or the client, want to achieve with the campaign? Is the goal to build brand awareness, generate backlinks, or get placements on specific domains? Once the goal is clear, we define the right angle. It must be newsworthy and align with the brand and target audience.

3. Collect data

A strong story stands or falls with good data. Sometimes a client already has interesting figures in-house. If not, we look for external research or conduct our own survey. Journalists love numbers, as long as they’re accurate.

4. Content: landing page, press release & visuals

We present all research findings on a dedicated landing page. This is where the story comes to life with text and visuals. The press release is a summary: short, powerful, newsworthy, and aimed directly at journalists.

5. Outreach: pitching to journalists

Time to put your story out there! We carefully select journalists and editors who truly fit the topic. Timing is key: we won’t send out a summer-themed piece in the middle of winter. We also keep an eye on the news agenda, no press release during major events that dominate the headlines. This way, we make sure your campaign gets the attention it deserves.

6. Follow-Up

No response after a few days? A quick call or a friendly reminder can be the final push a press release needs. Timing makes all the difference.

7. Monitor and report

We check daily which media outlets pick up the story. We collect all publications, measure the reach, and analyze the backlinks. This allows us to report clear results back to the client.

8. Evaluate

Every campaign is an opportunity to learn. What worked well? What could we do differently next time? We evaluate with the team and with the client so we can raise the bar for each new campaign.

In practice

What does this look like in practice? For example, for Haibu, a wholesaler for hair & beauty professionals, we conducted a survey among 800 women in the Netherlands about the use of skincare products by children. The research showed that 35% of parents believe their children should only start using skincare products at age 16, while 41% don’t mind as long as the amount used is reasonable. No less than 89% of parents think influencers are the biggest reason why young girls use skincare products so early.

Why it works:

Relevant and timely topic

Skincare for children is a growing phenomenon that concerns many parents. By addressing this social trend, Haibu taps into recognizable concerns and strengthens its brand relevance.

Strong data

Concrete percentages from the survey give the press release credibility and make it easy for media to pick up.

Clear positioning

Haibu presents itself not just as a product supplier but also as a brand that takes responsibility and understands parents’ and children’s behavior. This reinforces its image as a reliable and conscious player in the market.

Measurable results

Thanks to the research and clear story, we secured sixteen placements, including features in De Telegraaf and KEKMAMA. Together, these placements generated a total media value of €6,120 and a link value of €7,650 — a strong result that shows the impact of this campaign.

Interested in Digital PR?

At Seeders, you’re in the right place. We operate in multiple countries and know exactly how to execute an effective international or national Digital PR strategy. This way, your brand stands out not only locally but across borders too. Want to learn more? Get in touch with our team, we’d love to help you grow!