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Promote the benefits of retail ready packaging (RRP) to marketers, steal a march on competitors in media Share of Voice, and showcase the company’s inherent innovation.
Alongside demonstrating the multi-award winning approach to product innovation and development, the campaign also had to position DS Smith as expert commentators on wider industry issues, showcasing it’s wealth of experience and enviable client base.
Increase media cut through by amplifying DS Smith’s insight, through a series of in-depth briefings, forming the basis of compelling pitches and commentary on the benefits of RRP.
We organised a series of ‘news insight’ sessions with senior company executives, to mine for PR stories, gather campaign and subject matter insight and influence the direction and messaging of the campaign.
Strong thought leadership content was developed positioning DS Smith Packaging as an innovative, forward thinking company and RRP as a crucial part of the marketing mix to be ignored by marketers at their cost.
The B2B PR team increased media coverage by 50% in the first six months.
Previously coverage appeared almost exclusively in packaging press, now the company was profiled in key marketing and business titles.
Coverage shifted from ‘paid for’ advertorials to editorial-led coverage in the first six months the PR team increased media coverage levels by 50%, exceeding KPIs.