Challenge
Happydemics came to Propeller with a clear objective: to build its profile in the UK and become the go-to technology partner for advertisers looking to measure and optimise the real business impact of their campaigns. As a French-founded business entering a highly competitive and saturated UK adtech market, Happydemics needed a PR strategy that would not only create visibility but also establish credibility with decision-makers across brands, agencies and publishers.
Approach
Propeller designed a phased communications strategy to support both short-term awareness goals and long-term brand positioning. The campaign began with a high-profile UK launch and funding announcement, securing coverage across top-tier advertising, technology and business media. This milestone gave the company a strong platform from which to build a sustained media presence.
Following the launch, our focus shifted to reinforcing Happydemics’ expertise and point of view on industry challenges. We developed a regular drumbeat of content and outreach, placing thought leadership articles, securing opportunities for reactive commentary, and distributing timely company updates. This approach allowed us to align Happydemics with conversations around ad effectiveness, campaign measurement and business impact, helping the company stand out in a crowded field.
Alongside this, we worked closely with the leadership team to raise the profile of key spokespeople. By securing interviews, bylines and panel appearances, we positioned Happydemics as a confident and credible voice in conversations that matter to its commercial audience.
Impact
Over a nine-month period, the campaign generated consistent media visibility that translated into real traction in the market:
- 20 pieces of coverage across specialist and mainstream titles
- Featured in Campaign, The Drum, Digiday, The Media Leader and other key outlets
- Share of Voice more than tripled year-on-year in H1
- Estimated reach of over 2.1 million people
- Built a clear and consistent narrative around Happydemics’ offer and value proposition
By combining news, thought leadership and targeted profiling, Propeller helped lay the foundations for long-term brand growth in a new market, making sure the right people heard the right message at the right time.