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Sendcloud is passionate about making shipping as easy as possible with its all-in-one shipping platform that accelerates international growth.
They were looking to raise brand awareness in the Netherlands and the UK and reach logistics and supply chain decision-makers. This was no easy feat in a highly competitive market where its brand visibility was comparatively low.
Sendcloud approached PRLab with the desire to raise brand awareness. Sendcloud wanted to build a strong thought leadership strategy with various e-commerce and logistics decision markets in the UK and Netherlands, and knew PRLab, strategically based in Amsterdam, and other key regions, would be able to provide this.
They enlisted us to grab press attention in these markets, assert them as a strong ecommerce solution for businesses looking to grow, boost credibility by positioning the founders as insightful industry leaders, and strengthen relations with their existing stakeholders.
PRLab needed to obtain coverage among key publications to create a campaign of sustained awareness in these markets.
PRLab got to work, putting together an experienced local team to connect Sendcloud to new audiences and convey the message that Sendcloud offered the best shipping experience for businesses.
We set on a differentiation strategy, with a mix of tailored pitches, articles, and interviews, typically offering industry insights while steering away from product-based content to appeal organically to the relevant audience. A more human approach was needed. So, that’s what we did. Here’s how:
The goal of the campaign was to position Sendcloud as a well-known and trusted player in the market. We wanted to share the message that in a market where ease and efficiency matter, Sendcloud was leading rather than following.
In the early stages of the campaign, PRLab focused its attention on securing industry and trends commentary in the Dutch market to put the company ‘on the map' and generate a strong media presence. We later directed these efforts to the UK.
Once we made an impact in the mediascape, our execs nominated Sendcloud for relevant industry awards and secured interviews and podcasts to further boost brand recognition for the company and co-founder Rob van den Heuvel.
Sendcloud needed to reach those important decision-makers, meaning founders, facilities, and logistics/supply-chain departments. They all shared one trait: the core need for easy and efficient shipping solutions.
Based on this target audience, the following vertical subdivision was created for our media outreach:
A media list that remained agile to change was generated for different tier publications to reach out to.
Sendcloud grew to be one of the fastest-growing tech companies in Europe after its inception in 2012, and PRLab had the challenge of crafting a compelling narrative that would underline its status as an innovator and leader within the market. Our assembled pitch deck presented real-life examples of how the platform saved time for businesses, enhanced shipping capabilities, and increased sales to effectively communicate its value proposition to the media. This social proof conveyed credibility and assurance, which spoke loudly to the media and new audiences.
Our PR stories surrounding European retailers embracing omnichannel strategies also linked directly to Sendcloud’s products.
PRLab knew Sendcloud had a wealth of knowledge at its fingertips. It was just a matter of how we used it. With our help, they used these insights and knowledge to demonstrate their expertise in the field of ecommerce. As an example, we highlighted their research findings on fashion return policies across the UK retail market. This aligned with its core message of being an authority with invaluable takes in all areas of shipping.
Additionally, we capitalized on key dates in the calendar and pushed some specially curated content that made the most out of the subject of seasonality and shipping.
The shipping and delivery market is rapidly evolving, and we sought to leverage this. We listened to developments in the space that could be exploited or used for newsjacking. For example, environmental consideration has been a strong component in ecommerce in recent years, especially within Western Europe. Our strategy was to insert Rob’s opinions into relevant publications on the merits of environmentally friendly practices, such as sustainable packaging initiatives and the circular economy and resales.
By addressing the evolving needs of ecommerce and delivery, we reaffirmed Sendcloud as more than just a shipping services provider but a company with a vision.
At PRLab, we pride ourselves on getting our clients results.
With 17 backlinks, over 60 pieces of landed coverage, including a total of 18 tier-1 publications, and an average DA of 65 against a target set of 30, we certainly did that.
Retail Insight Network and Parcel and Postal Technology in the UK.
Financieele Dagblad and Fashion United in the Netherlands.
Plus, more worldwide. Oh, and a podcast with EU Startups and The SaaS Podcast.
We steadily gained Sendcloud traction in the UK, earning coverage in valuable trade publications to raise their brand name.
In the Dutch market, we created a buzz around Sendcloud’s offerings, garnering coverage in various outlet types suited for their goals.
UK - Retail Insight Network, Ecommerce New UK, Home of Direct Commerce, Parcel and Postal Technology.
Netherlands - Financieele Dagblad, Winmag Pro, Fashion United NL, TechVisor Channel Connect
