While CoachHub already had a strong reputation within HR and L&D circles, the ambition for the UK launch was to go further, creating visibility beyond existing audiences and building authority in the fast-evolving AI conversation.

The launch needed to deliver on multiple fronts by generating momentum through earned media and social channels, elevating CoachHub’s leadership as expert voices on AI and coaching, and ensuring the UK leg of the global launch event left media, clients and prospects as advocates for AIMY. It also aimed to drive tangible business outcomes, including trial interest and pipeline growth.

To stand out in a crowded AI landscape, Firefly focused on three core pillars:
– Authority: Positioning CoachHub’s leadership as leading commentators on AI in coaching, tied closely to its mission to democratise coaching
– Advocacy: Bringing in credible external voices to strengthen the narrative
– Amplification: Maximising visibility across earned media and LinkedIn before, during and after launch

Firefly’s UK PR team led the earned media strategy, supported by global teams to shape angles and tailor messaging for the local market. This included:
– Developing compelling storylines for national business and HR media
– Securing in-depth, high-quality coverage and interviews
– Creating LinkedIn content designed to drive engagement and conversation at every stage of the launch

Alongside media activity, Firefly played a central role in delivering the UK AIMY launch event.

Working closely with CoachHub’s field marketing team, Firefly:
– Helped secure high-profile keynote speakers and panellists with global perspectives
– Hosted journalists at the event, facilitating direct access to CoachHub’s leadership
– Integrated client advocacy by showcasing HubSpot’s experience with AIMY, bringing a tangible customer perspective to the story

This integrated approach ensured consistency across channels, strengthened credibility, and deepened engagement with target audiences.

Firefly secured coverage across national business and HR media, including standout features in the Financial Times, reaching key decision-makers and industry audiences. Media sentiment was overwhelmingly positive – exceeding expectations for a balanced AI narrative.

Crucially, the campaign also drove commercial impact, generating significant uptick in AIMY sales pipeline and significant trial interest from major organisations – reinforcing CoachHub’s position as a leader in AI coaching and accelerating business growth.