Amplifying brand identity in a new market
Case Study: Emerson Appleton Group
A strategic partnership
Through a multi-channel campaign, Emerson was able to introduce their Appleton Group business unit to Hydrogen Insight’s highly engaged global audience and deliver highly technical, relevant information on critical safety practices and technology in the rapidly evolving Hydrogen markets.
The challenge
The Emerson Electric name is established across the energy industry, but Appleton’s expertise, and the applications of their electrical infrastructure products in the Hydrogen industry, were less well known.
The objective
Emerson Appleton was seeking to leverage a global audience to increase brand awareness, generate new business opportunities and share high-level technical content within a robust editorial environment.
Our solution
Leveraging our broad digital toolkit and extensive experience delivering multi-faceted campaigns, the Hydrogen Insight team worked closely with the Emerson Appleton marketing stakeholders and produced a bespoke marketing plan which met each KPI established and delivered each component in a strategic timeline to optimize engagement.
We delivered a 3-part campaign, opening with digital branding to establish brand recognition and trust, leading to the first of two technical articles. Following a strategic activity taper, the campaign relaunched with new branding to re-engage the audience and a second technical article, then wrapped with sponsorship of our Hydrogen Summit for concentrated brand awareness and lead generation.
Content
Website promotion
Articles were published in a dedicated placement on Hydrogen Insight’s homepage for sponsored content which sits alongside editorial content. Articles received additional promotion within news article pages.
Social media postings
Additional traffic came from promotion across Hydrogen Insight’s social media channels, increasing reach further.
Extensive online reach
Digital branding 250,000 impressions across Hydrogen Insight.
Hydrogen Insight Event
Strong branding presence on all event related content and communications
Results
Through a multi-channel campaign, Emerson was able to introduce their Appleton Group business unit to Hydrogen Insight’s highly engaged global audience and deliver highly technical, relevant information on critical safety practices and technology in the rapidly evolving Hydrogen markets.
390K
Impressions cross-campaign
4:10
Average time on page
2,984
Total article page views
