Trustpilot: Building U.S. Brand Awareness

Insight & Idea

To break into a competitive space, Diffusion knew the key was developing consumer insights around sales-driven spending moments, coupled with commentary from Trustpilot to build brand awareness in mainstream media.

Leveraging popular consumer spending moments, Diffusion developed quick turn surveys highlighting American consumers financial woes surrounding each, from Valentine’s Day to tax season and even bachelor(ette) parties. Working with an accredited third-party agency to poll American consumers, the data was analyzed and Diffusion uncovered key learnings and focus areas for businesses. Coupled with expert commentary from Trustpilot, the data created its own story on how businesses should approach consumers and set expectations accordingly ahead of peak spending moments. Diffusion executed on a series of timely storylines to pitch to media, securing notable coverage in mainstream/business, finance and retail outlets.

In tandem with pitching consumer-driven reports and Trustpilot’s platform data, Diffusion leveraged key spokespeople to further amplify the PR strategy, inserting Trustpilot’s experts into relevant and timely important industry conversations happening in the news cycle.

Impact & Action

In 2023, consumer research peaks drove Trustpilot’s media engine, amplifying brand awareness of Trustpilot in the U.S. market. Total media impressions in 2023 were 1.4B+, including placements in top-tier mainstream outlets such as CNBC, Thrillist, Essence, New York Post and more. The success of these consumer research campaigns tied to timely spending moments in the news cycle continues to boost brand awareness in the U.S. with the results year over year.