- Digital PR
At the beginning of the digital PR strategy, three goals were established in consultation with Saniweb:
- Creating strong branded backlinks from media.
- Achieving additional visibility and exposure for Saniweb.
- Getting featured in major Dutch media with quirky topics.
Strategy & Execution
Saniweb conducted a comprehensive market research study among over 1,500 Dutch people through a renowned research agency. The marketing department approached Seeders with the question: How can we write newsworthy press releases based on these findings and reach the media? That’s where our digital PR specialists come in!
The research covered various topics, and the team identified potentially intriguing subjects for Dutch media. Quirky topics such as “fear of using public restrooms” and “being a scruncher or a folder with toilet paper” immediately stood out as potential gems. Relatable topics tend to perform well in the media. Other subjects, such as bathroom annoyances, bathroom renovations, and sustainability, were also considered promising.
Subsequently, a content plan was created. When is each topic suitable, and for which media outlets? Then, writing based on the research data could begin. Did the research need additional input from an external source? In that case, we picked up the phone to interview experts like the “Dutch Poop Doctor” or the “Rotterdam Cleaning Queen.” The ultimate result was a newsworthy press release that was sent to major platforms such as Algemeen Dagblad, De Telegraaf, and De Volkskrant, as well as industry-related websites like Wonen360.
The campaigns resulted in 148 placements in Dutch media, of which 84 included backlinks to Saniweb. The value of these links exceeded 52,000 euros, with a media value of nearly 160,000 euros. Additionally, placements were secured in major Dutch media outlets like Metro, Women’s Health, and Trouw. The press releases also appeared on radio stations Radio 538 and Q Music.
Niels Krikke is the Corporate Marketing Manager for Seeders Group, managing all marketing and communication efforts for all Seeders offices across the globe. Niels’s specializations include branding, copywriting & SEO.