Digital Bites November 2026
MPB: Italian digital PR
Driving brand visibility and strengthening search authority through a nationally relevant survey campaign.
How a survey-led Digital PR strategy helped MPB build brand awareness and earn authoritative editorial coverage across Italy. By uncovering Italian consumers’ attitudes towards AI-generated imagery and trust in visual content, the campaign secured 26 pieces of coverage, introduced 23 new referring domains and delivered an estimated 109,000 views.
Client
Service
- Digital PR
Year
2026
26
pieces of coverage
83
%
do-follow links
23
new referring domains
109
K
estimated coverage views
MPB is a leading global platform for buying, selling and trading used photography and videography equipment. With a focus on making visual storytelling more accessible and sustainable, the brand connects a community of photographers, filmmakers and content creators with the equipment they need.
Operating in a competitive European market, MPB wanted to strengthen its presence in Italy, increasing brand awareness and establishing greater authority among Italian consumers and the wider photography community.
MPB wanted to increase brand visibility across Italy, securing authoritative media coverage and high-quality backlinks that would support its organic search performance.
However, with the increasing influence of AI-powered search, success needed to extend beyond traditional Digital PR metrics. Alongside building links and awareness, the campaign needed to ensure MPB was prominently positioned within relevant editorial conversations, strengthening the brand signals that can contribute to visibility in AI-generated answers.
Our challenge was to develop a culturally relevant, data-led campaign that would resonate with Italian audiences, secure high-quality coverage and position MPB as an authoritative voice within the photography industry.
We identified an opportunity to place MPB at the centre of one of the biggest conversations affecting photography: the rapid rise of AI-generated imagery and growing concerns surrounding authenticity.
With AI-generated images becoming increasingly difficult to distinguish from real photographs, we wanted to demonstrate that while AI can generate a picture, cameras capture the real, human experiences that consumers value.
The campaign
AI trust and transparency – How much do Italians trust AI generated images?
This led us to develop the AI Trust and Transparency Report, a research-led campaign exploring Italian consumers’ attitudes towards AI-generated imagery, transparency and trust.
At the heart of the campaign was a simple but powerful question: can consumers still trust the images they see?
Our research explored growing concerns around the use of AI-generated visuals, revealing a demand for greater transparency from brands and advertisers.
The campaign was designed to generate conversation around the value of authentic photography while positioning MPB within a wider discussion about the future of visual content.
The research
The research revealed compelling findings, including:
- 63% of respondents believed that using AI-generated imagery in place of stock photography was misleading.
- 74% wanted mandatory labelling of AI-generated imagery and expressed concerns about its impact on trust in what people see online.
- Ethical and environmental concerns surrounding AI are increasing.
- Despite technological developments, AI is not replacing the value of authentic photography.
So we developed targeted stories for Italian journalists, using the survey’s national and regional findings to maximise editorial relevance.
This approach enabled us to secure coverage across a diverse range of publications, reaching audiences beyond MPB’s core photography community.
The results
The campaign successfully increased MPB’s visibility across the Italian media landscape, generating authoritative editorial coverage and expanding the brand’s backlink portfolio.
Through original research, culturally relevant storytelling and targeted media outreach, the campaign secured 26 pieces of coverage, with 83% of links being do-follow. The activity also introduced 23 new referring domains to MPB’s backlink portfolio and generated an estimated 109,000 coverage views.
Crucially, the campaign delivered more than traditional Digital PR results. Using our proprietary Brand Citation Score (BCS) tool, we analysed how prominently MPB featured within the secured coverage and how effectively those placements positioned the brand for AI-powered search.
Using our proprietary Brand Citation tool, we also evaluated how effectively our coverage prepared MPB for AI search. Across 21 scored articles, MPB achieved an average BCS of 80/100, confirming strong, meaningful editorial presence. Paired with an average Brand Prominence score of 78, the data shows how MPB consistently stood out in all placements, delivering the high-impact signals LLMs need to remember, feature, and recommend the brand.
These results highlight how data-led Digital PR can build valuable contextual brand signals alongside traditional search authority, strengthening the foundations for discoverability in AI-generated search experiences.
26
pieces of coverage across Italy
83
%
do-follow links across secured coverage
23
new domains added to MPB’s backlink portfolio
109
K
estimated views across all coverage
Key featured publications
“When we noticed a growing discussion around AI-generated imagery across Italy, we saw a timely opportunity to position our campaign at the forefront of the conversation. By leveraging survey insights that explored various aspects of the phenomenon, such as public trust, online behaviour, and sustainability concerns – we were able to run the campaign from multiple perspectives. This allowed us to engage not only sector-specific outlets, but also publications focused on technology, lifestyle, and the environment.
Simultaneously, we also targeted regional and local media, which serve as the backbone of all PR work in Italy.
Our approach to the Italian market relies on creating multiple angles based on our target reach and customising press releases to ensure data remains clear and relevant to local journalists and readers. At the same time, through ongoing public media monitoring, we ensure a highly tailored PR strategy.”
Floriana Durante, Italian PR expert – Connective3
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