Getting a US brand recognised in the UK

The Huble Digital PR team helped to successfully launch Sailthru — a US-based email personalisation and marketing automation software provider — into the UK market.

How can we get our brand recognised in the UK as well as the US?

Sailthru provides hyper-personalised communications across email and brand-specific mobile apps. They already had a strong presence and successful growth in the US market and wanted to grow their brand and sales in the UK.  

Sailthru already had some presence in the UK after securing a number of high profile consumer brands as customers.

Sailthru set the goal of raising and maintaining awareness in key retail, marketing and B2B business titles, positioning Sailthru as a known brand for personalised individual customer experiences across digital communication.

Sailthru needed UK B2B tech PR support to successfully launch the brand and platform into the UK.

Making Sailthru the #1 choice for marketers looking to create customer-centric experiences

Sailthru wanted to make a ‘splash’ in high level marketing, retail and B2B tech media, but wasn’t sure what tactic would reap the best results. The Huble Digital PR team built a piece of UK-focused market research looking at consumer purchasing and communication habits to use as a springboard to launch Sailthru into the UK.

The results from the research generated sector-specific headlines, thought leadership ideas, a research report and infographics. 

Using this content, the Huble Digital PR team was able to drive consistent media coverage that held Saithru’s key branding messages and build journalist relationships with Sailthru spokespeople.

“We needed UK collateral that supported PR, Marketing & Sales.”

After successful rounds of investment, Sailthru wanted to co-ordinate US and UK PR and Marketing activity to have brand consistency and drive UK sales.
Bespoke Team Images 18

Securing consistent brand messages in the UK and USA

Working closely with a US-based PR agency, the Huble Digital PR team was able to utilise and repurpose US content for the UK media — and vice versa.

A second market research project looked at customer behaviours in the UK and USA and compared the results. This resulted in consistent media coverage in both regions and created media interviews at different UK-based media events.

Stats

72%

A-list media coverage generated in the UK

54

media comments, interviews or feature comments secured

31

UK publications actively engaged with the Sailthru brand
Jason Grunberg
Jason Grunberg
Vice President of Marketing

"The Huble PR team is incredibly responsive — I’ve never felt like I wasn’t their most important client. From the outset they worked to understand our total brand and marketing efforts to connect the regional story to our global brand and marketing strategy. They identify and deliver the right opportunities and help us to drive awareness with the right journalists and publications so that there is a true understanding of what information we can provide, rather than just focusing on ‘who we are’."

Effective US and UK collaboration

A UK & US PR campaign needs focused project managers and open communication to ensure that both teams keep informed. 

The Huble Digital project manager had weekly calls with the US counterpart and the client to make sure that every piece of content was consistent with Sailthru messaging, but tailored to each market. 

The media relations team in the UK & US regularly shared story ideas based on the latest news topics and successes. 

Monthly impact reporting to the client made sure that both campaigns were delivering the desired results, but also allowed us to pivot quickly to industry changes.
Bespoke Team Images 13-1

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