Summary:
Invotra approached us to develop original content that would give them a strong thought leadership position. The subsequent PR activity reached 700,000 people in their target financial services trade media.
The Brief:
Invotra were keen to build their reputation and develop greater awareness of their capabilities and areas of expertise. We were asked to manage day to day press office activity, including product and service announcements, but we also recommended developing original content to create a strong thought leadership position.
The Idea:
Our research of senior IT decision makers explored views, including emerging technologies, the impact of cyber attacks and concerns for the year ahead. Results were used to create the Digital Transformation Study which demonstrated Invotra’s understanding of the challenges faced by its audience. We took the opportunity to drive coverage over the Christmas break, when journalists are typically short of strong, original content.
The Impact:
The campaign achieved 32 pieces of coverage, far exceeding original targets. The campaign successfully positioned Invotra as a thought leader in the financial services trade media for the first time. The wider impact of the campaign was that, in showcasing Invotra’s viewpoint on digital transformation for the first time, the brand built credibility in a new space, earning trust from its target audience.