The Brief
Take a B2B web hosting company with minimal PR presence and make it interesting.
The Challenge
DNS doesn’t trend. Server uptime isn’t sexy. The competition was doing the same corporate content everyone else was doing — and getting the same results everyone else was getting.
The Approach
Be actually online. Not “online.”
Platform-native content. What works on LinkedIn doesn’t work on TikTok. Stopped trying to force it. Built journalist relationships from scratch — not through an agency, direct. Ghostwriting for C-suite that doesn’t sound like it was written by committee. Crisis comms framework with company-wide drill. Calm when things are on fire.
The Results
48%+ engagement across social — highest in the entire IONOS Group (10 brands globally). #1 in social organic, #2 in PR performance across the group. 500+ media placements with 75% Tier 1. BBC, Daily Mail, The Independent, tech trade press.
The second-place brand asked how. I said “post better.”