Case Study
B2B PR

PR with impact: +9% Brand awareness for Trustpilot in DACH

Client

Trustpilot
www.trustpilot.com

prOJECT date

March 2019 - April 2020

Services

B2B/B2C PR Corporate Communications

The results

12

MONTHS

49

articles SECURED

31M+

REACH

The brief

Created in 2007 Trustpilot is today one of the leading review platforms for consumers and shops worldwide and is growing rapidly. The platform also stands for a transparent internet approach and trustworthy customer relationship management.

Our PR brief was clear: Let's reach for the stars! In a highly competitive market, the open review platform came to us with the aim of increasing overall brand awareness in the German market and becoming a category leader. On one hand, we were challenged to connect emotionally with the Trustpilot audience with meaningful stories. On the other, we got tasked to position founder and CEO Peter Holten Mühlmann as an advocate of an open and safe internet in leading German media.

The campaign

To carry out our mission, we worked on several levels to create qualified content. In close collaboration with the Trustpilot comms team we developed thought leadership articles, advice and opinion pieces and data driven stories. How can shops use Trustpilot properly? How do you recognize fake reviews? What is the appropriate response to negative reviews? For this type of B2B content, our focus was to show the necessity of engaging with customers to gain their trust and build your companies credibility. For B2C media, we created consumer polls as a powerful instrument. Those allowed us to understand how people navigate online on special occasions (Black Friday, Valentine's Day, Reunification day, …), what they think about customer support and which reviews they trust the most (spoiler alert: 4 stars ratings are more trustworthy than full 5 stars).

Who’s the brain behind Trustpilot? To present Peter Holten Mühlmann and his vision we organized a media tour in Berlin meeting BILD, Manager Magazin and Wirtschaftswoche where Peter could tell his story and explain how he and his team fight fake reviews, help shops to improve their customer experience and create a safe and open space for expression online.

The result of this hard work? A 9% increase in brand awareness through PR only within the first year of our collaboration with Trustpilot. A great achievement.