FEIN solidified its place as an industry leader in the UK’s metalworking and construction sectors with an integrated marketing campaign led by PR partner Refresh. The award-winning campaign, which maximised the mid-range budget, centred around a piece of research which revealed the industry’s views on the future of the metalworking sector.
The objectives for the campaign were built on generating brand awareness for a number of target audience groups and solidifying FEIN’s brand positioning. Following the strategy alignment, Refresh built a content-heavy campaign plan, utilising a range of marketing tools in order to impactfully deliver against the objectives agreed. Read on for more details of the tools that were used!
Maximising the budget available, Refresh created a tailored, statistics-first PR campaign with research rooted in strong insights, enabling them to create a high volume of valuable owned content. The approach enabled the teams to guarantee a regular news cycle of digestible insights, and support the positioning of FEIN as an authoritative industry leader within the construction and metalworking sectors.
During the planning stages, it had also become clear that FEIN would benefit from a lead generation element to the campaign. Consequently, Refresh incorporated a combination of gated and ungated content into the PR plan, which proved successful with a significant volume of new, productive leads for the FEIN team.
Once the research portion of the campaign was completed, the insights were presented as a report which was hosted on the FEIN website. Following this, the campaign moved into distribution phase, creating tailored content and a strategic release timeline, using:
- Press releases
- Thought-leadership articles
- Social posts
- Website blogs
- eShots for FEIN’s email database
- Infographics
At the end of the campaign, it became clear that the targets had been far exceeded, which was a great indication of the innovative appetite within the sector. Globally, the business had not seen a PR campaign like this before, yet the results demonstrated a very receptive audience to this style of research-led, noisy integrated campaign.
Campaign highlights include:
- Three media briefings with leading outlets and industry experts from key organisations
- Quality coverage throughout the campaign period and a total circulation of 1.9 million
- Almost 100% key message inclusion
On the campaign’s outcome, the marketing manager at FEIN UK shared: “While FEIN has been operating for over 150 years and has a vast product portfolio, we were keen to grow our UK metals market share so tasked Refresh with devising a PR plan to support these efforts. We wanted to showcase our understanding and care for the workers in our target market, which aligned with our metal working strategy of matching people with the right applications and tools to meet their needs. The report enabled us to align our metal strategy whilst also interacting with our end users which is precisely what our USP is, and has always been.”
They continued “The PR campaign was a great success, helping to position FEIN as an expert and trusted manufacturer amongst our target market, while increasing brand awareness and solidifying FEIN’s place as an industry leader. Content performed well cross-channel and Refresh worked hard to deliver over and above the KPIs set, generating top-tier media coverage, in turn widespread brand awareness, making it one of FEIN UK’s most successful PR campaigns to-date.”
To learn more about FEIN and the Future of Metalworking campaign, please visit: https://fein.com/en_uk/
To learn more about Refresh and the campaign approach, please visit: https://www.refreshpr.co.uk/
