International digital PR campaign that reached over 1 million people




Digital PR



We turned XTB’s brand ambassador campaign with José Mourinho into a global digital PR campaign that reached over 1 million people.

The approach

We started working with XTB in May 2021 to help widen the reach of an influencer partnership with legendary football manager, José Mourinho, whilst supporting with on-site content and SEO visibility through Digital PR.

XTB wanted to host the Mourinho content on the ‘learn to trade’ section of their website, a section that ranks for competitive keywords, attracts new customers and is the best at converting.


  • Create a strategy that would work across key territories including Spain, Italy, Romania, Poland, the UK, Germany, and France.
  • Increase the reach of the brand partnership campaign through targeting audiences beyond football fans.
  • Generate high-authority backlinks.


We could easily have leant on Mourinho’s fame to build links, however this campaign needed to be relevant to XTB and reveal a new angle to José Mourinho that the press hadn’t featured before.

We identified common traits between a trader and football manager such as emotional control, handling pressure and how to prepare for a successful trade/football win.

We then interviewed José to reveal how he deals with the pressure, demand, and expectations in football, and what traders can learn from his experience. We hosted the information on site as educational ‘learn to trade’ courses. Each course was translated and hosted in each territory.

We adapted this into press friendly content that we sent to media outlets with key, on brand and strategic headlines such as “How José deals with pressure”, “How José controls his emotions”, key subjects that would gain the attention of our audience whilst also driving links and awareness.

The results

The campaign generated a whopping 250 backlinks on sites globally on a range of titles across sports, business, and mainstream media.

The content reached 1.1 million people which is over double the reach from the original launch of the partnership by XTB in October 2020 (from an online perspective).

Key placements include Daily Star, Team Talk, Goal, Capital Radio and Spox.




people reached

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