Outbrain

Background

Outbrain is the leading content recommendation platform, reaching a highly engaged audience through distribution on top publisher sites. Outbrain provides publishers with a service for recommended links to increase traffic and generate revenue, and marketers a way to their distribute content alongside publisher’s own editorial recommendations.

Brief to CubanEight

At the start of 2011, Outbrain launched in the UK, and as a result wanted PR to raise the awareness of content amplification field which it leads in the USA. PR needed to raise brand awareness in the UK, specifically within the key audience areas of publishing and marketing. Also, as Outbrain is headquartered in the USA, the UK PR efforts had to actively support the UK activity as well as tie in with worldwide plans.

Campaign strategy

To position Outbrain as an innovative new addition to the UK content marketing landscape with a strong heritage in the US market. Present Outbrain as the answer for publishers and marketers as the digital landscape and people’s online consumption habits change.

Tactics / activity

  • Media briefing tours – utilising senior management from the US and UK teams we introduced Outbrain to key media across the publishing and marketing sectors
  • Customers announcements – using new client announcements we presented Outbrain as a tool which innovate marketers and publishers are using to drive forward their online strategies
  • Education and opinion articles – as the area of content discovery is emerging in the UK, we developed and secured a range of by-lined articles, introducing the sector, and thus presenting Outbrain as though leaders in the space

Campaign outcomes

To date, the campaign has generated coverage across key media such as NMA, In Publishing and BBC Online. The campaign has led to raised brand awareness in the UK, and supported the two key business focus sectors of publishing and marketing.