Client: Klaus
Project Type: One-off PR campaign
Vertical: B2B SaaS
Focus: €12M Series A funding announcement
HQ: Remote-first, founded in Estonia
Brief
Klaus, an AI-powered quality management platform for customer support teams, needed to make an impact with its €12 million Series A announcement. The team had ambitious goals. Lock in a top-tier exclusive, generate broad industry coverage, and produce assets they could use to support outbound sales and hiring efforts.
The timeline was short, the expectations were high, and the client had strong opinions about what the campaign should and shouldn’t be. It was a high-trust, high-delivery engagement from day one.
Our Approach
We worked quickly to shape a story that balanced product credibility with personality. On the product side, we focused on Klaus’s automation and AI capabilities, particularly its ability to analyze 100 percent of customer conversations, a significant value-add for enterprise clients. On the brand side, we leaned into Klaus’s unconventional culture and visuals, including standout founder photography.
We secured an exclusive with TechCrunch and coordinated a wave of follow-on outreach that hit all the major European startup and tech publications.
Results
Hero Coverage
TechCrunch: “Klaus raises €12M Series A to scale AI platform, transforming customer support”
Additional coverage appeared in Sifted, EU Startups, Tech.eu, Tech Funding News, and other leading startup outlets. The campaign delivered the visibility Klaus needed both within Estonia and across the broader European ecosystem.
Why It Worked
Klaus was a well-prepared client with a clearly differentiated product and a strong internal culture. Our role was to help them communicate both angles with precision. By targeting the right outlets, delivering well-crafted assets, and coordinating a tightly run campaign, we helped Klaus achieve strong results in a short window.
From Martin Kõiva, Co-Founder & CEO, Klaus:
“Working with Black Unicorn PR was seamless. There was an immediate click in communication style and work culture. Mauro, Joe and JJ carefully listened to what we want and don’t want and delivered flawlessly. We achieved our goals for coverage and a lot more. As a former PR guy myself, I highly recommend BUPR for startups trying to get coverage in top tier publications. All results, no BS.”
Postscript
In early 2024, Klaus was acquired by Zendesk. Our collaboration was brief but highly targeted, and it delivered exactly what the client needed to support their next chapter.
Want to see more case studies from Black Unicorn PR? Check these out!
