MIDEL asked us to turn transformer risk into a newsworthy story that would appeal to broad audiences.
MIDEL is the expert in the field. But although it has important consequences for all industry sectors, that field was relatively obscure. Our task was to explain the issue and its relevance to a wide range of industry leaders – and build MIDEL’s profile in the process.
Client
Service(s)
Sector(s)
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.
Results we’re proud of
268
Website clicks
17,000+
LinkedIn impressions
1.57%
Click-through rate
All in the details
Media Coverage
We generated 16 pieces of quality coverage in various industry media looking at the issues raised by The Transformer Risk Report.
Better Backlinks
We also used the campaign to produce high-value backlinks that would increase MIDEL’s visibility in search. These included major industry titles such as TD World and Energy Digital.
Related work
-
ACA Group
Building a media campaign to raise awareness of ACA’s expertise – and a critical governance issue.
-
Marks & Clerk
Newsjacking to showcase IP expertise to new audiences in key growth sectors.
-
Baringa
Still in its early years of rapid growth, Baringa had shown its clients that it had a unique, value-generating way of doing business. Our job was to communicate that success – and the underlying expertise – to a much wider group of industry decision-makers.
-
Ayming Group
Creating a flagship piece of original, insightful content year after year to boost Ayming’s profile.
-
UHY
Building an effective presence in target media to enhance the company’s profile and its reputation
-
Gulf Bridge International (GBI)
Devising and delivering the launch of major new retail investment challenger brand
Find out how we can help you achieve your business goals.
