After a month of research and collaboration, PRLab decided that on top of pitching a press release to the media
to boost coverage, they would conduct an interview with Jan-Willem. The intention was to release it on Paazl’s blog the day of the announcement. By providing content that offers details and insights into the mind of the new CEO, press release readers could be given a better understanding of how big this move was. The hope was that this would build engagement with different journalists.
“I find Paazl to be the game-changer in enabling a convenient and optimized delivery process. Their technology is still a hidden gem but amongst the companies who have discovered it, such as Rituals, Hunkemöller, Under Armour, and others, you can really see fast growth across borders.” - Jan-Willem Roest, CEO of PAAZL
When the day came, Jan-Willem Roest, the new CEO of PAAZL, was newsworthy. This resulted in 12 pieces of coverage from major dutch publications, after which they would undergo some PRLab media training before an interview with MT. The result was coverage that received approximately 27.4K views, as well as 6.35 million views on the website. In fact, the number of Paazl website users more than doubled on the day of the announcement.