The challenge

pCloud came to Rise at Seven to increase their brand awareness and authority within the Cloud storage market, with competition from big names like Google Drive and Dropbox, by targeting placements and links from top tier tech and international sites. So, we set out on getting them high-authority, international links and brand mentions in the most relevant tech and national publications.

The idea

Most people have dozens of apps on their phone and allow them to track and use their personal data without a second thought. However, what information do they actually collect from you, and who do they share it with? Using the newly created Apple privacy labels, we were able to analyse and compare the invasive data collection of the world's most popular apps, and create a campaign centring around this information. The campaign revealed just how much personal data some of the world’s biggest apps really collect and share with third parties (as well as providing lots of internal links to key categories).

The results

Interest boomed. Our data-led story achieved 507 links - 1,349% of our campaign KPI. It also landed 397 media placements across 36 countries, generating 29k article shares on social media and 500% of our annual link KPI. We were covered on all of pCloud’s ideal publications, such as Forbes, TechRadar, TechCrunch, The Independent and CNN. The campaign still gets talked about today, even though we’ve long since finished outreaching.

It wasn’t just the press that couldn’t get enough of it. Social media went crazy. With Twitter posts from tech influencers such as Forbes US and DE, Matt Navara, CNBC and more. It also got 1,000 upvotes on Reddit, while LaterClips - a target of pCloud for years - dedicated a special YouTube episode to it, which so far has been seen 65,000 times.

The campaign drove 67k traffic to the site, increased rankings for keywords by an average of two places, generated over 1,000 referrals to product pages and saw an increase in new visitors by 986%.

If that wasn’t enough, it also picked up silverware at the UK Content Awards, the Global Content Awards and the CMA Awards.