case

Generate brand awareness with a specific audience

Tutela is a leading telecom data analytics company with a global panel of over 300 million smartphone users. The company gathers data on mobile infrastructure and uses it to help mobile enterprises understand and improve their networks. While Tutela already had an impressive list of clients on their resume, the company was looking to expand into the Nordics, and engaged digitalPR to generate awareness of their business in the key media and verticals.

Goal

Generate awareness and demand

Strategy

Utilize strong data to create great stories

Outcome

From being unknown to being quoted

Goal

Generate awareness and demand

Tutela’s data and tools allow network companies to optimize their business and services, helping them to deliver a higher-quality experience to their consumers. As such, Tutela’s target market is very specific; primarily national telecommunications providers.

The goal was to develop a strategy to build and target this audience via the relevant verticals and business/finance media in the Nordic countries, in order to generate awareness and demand for Tutela’s services.

Strategy

Utilize strong data to create great stories

Tutela analyzes data from 300 million smartphone users and 3000 consumer applications in order to gain a real-world understanding of the quality of service that mobile users experience. While this data is a goldmine for network operators and mobile enterprises, it’s also an invaluable resource for crafting newsworthy narratives.

Using digitalPR’s journalistic knowledge and experience, we used the data from Tutela’s yearly network reports to create newsworthy stories about the best – and worst – mobile coverage in each Nordic country. This unique content focused on key pain points for the telecoms industry, and were structured to appeal directly to the specific business and finance publications that Tutela needed to reach.

We also developed stories specific to each Nordic country, to ensure the highest possible relevance to the local markets. All the articles were crafted in a way that ensured Tutela were presented as leading experts in the field of mobile data analytics.

Throughout 2020, 2021 and early 2022, digitalPR conducted five separate PR campaigns, including covering their yearly network report and ghost-writing thought-leadership pieces on behalf of Tutela executives.

Outcome

From being unknown to being quoted

Across the five campaigns, digital PR generated more than fifty quality mentions in key Nordic media. This included important publications such as Computerworld Denmark, Danish Finans, Norwegian digi.no, NRK, and Telecomrevy, Swedish Dagens Infrastruktur and Telekom i dag, and Finnish Tekniikan Maailma.

In addition, our ghost-written thought-leadership articles were covered in strategically important media such as Finans in Denmark and Computerworld Norway. This was despite the fact that the spokesperson from Tutela is not from the Nordic region – an achievement that is almost unheard of in Nordic PR circles!

Overall, digitalPR succeeded in its goal of propelling Tutela into the spotlight in the Nordic countries, and our work has had a lasting impact. For example, key media still quote Tutela reports, even when they are not released in the Nordic region – something that would not have been possible prior to digitalPR’s involvement.