Our Approach

When you want to build awareness of the risks posed by transmission and distribution transformers to different demographics and industries, you need to call on the experts. That’s what MIDEL did. It needed a PR and digital marketing team that could understand its very niche field, and then define it as the go-to expert for non-expert audiences. 

The first step was to create relatable content that we could promote to a broad audience beyond MIDEL’s existing network. We created a survey to measure industry sentiment and created a piece of hero content. The Transformer Risk Report positioned MIDEL as the industry experts on transformer risk. To get maximum value from the work, we used it as the basis for two social media posts, infographic content and a sponsored InMail campaign targeted electrical engineers and procurement managers.