Cases
Cases
Cases
Examples of How We Solved the Problem – The Crux
Examples of How We Solved the Problem – The Crux
Examples of How We Solved the Problem – The Crux
We Have Worked with Clients Including:
AddSecure, Arlo, Bosch, Dun & Bradstreet, HPE, HCLTech, IG Markets, LG, Lime Technologies, LTTS, NordVPN, Mastercard, NOWO, MSAB, SAVR, Uber, VISMA Spcs, Xiaomi and 21 Shares.
We have previously worked with clients such as:
AddSecure, Arlo, Bosch, Dun & Bradstreet, HPE, HCLTech, IG Markets, LG, Lime Technologies, LTTS, NordVPN, Mastercard, Markets, NOWO, MSAB, SAVR, Uber, VISMA Spcs, Xiaomi and 21 Shares.
Future Forecasts as a PR Strategy – from Startup to Industry Leader for Leading Data & RegTech Company
Future forecasts as a PR strategy - from startup to industry leader for leading Data & RegTech companies
Future forecasts as a PR strategy – from startup to industry leader for leading Data & RegTech companies
Starting Point:
The client, one of the world's largest providers of business data, had acquired a leading Nordic brand in the sector. Now the new brand needed to quickly establish itself and increase its awareness through earned media to enhance the synergies of the acquisition.
The Crux:
The competition for media space was fierce. Many data providers were already using their business data and statistics to make an impact in the media. The new brand therefore lacked a unique advantage and needed to find an angle that distinguished it from the crowd.
Approach:
The strategy became to shift the focus from historical insights to future trends. With the help of its own business data and a knowledgeable spokesperson, the brand could offer the media forecasts and analyses of what was around the corner. The result: rapid impact in relevant media. In a short time, the brand became the second most visible in its category and its spokesperson a recurring expert source in the industry press.
Starting point:
The client, one of the world's largest providers of business data, had acquired a leading Nordic brand within the sector. Now, the new brand needed to establish itself quickly and increase its awareness through earned media to enhance the synergies of the acquisition.
The crux:
The competition for media space was fierce. Many data providers were already using their business data and statistics to make an impact in the media. The new brand thus lacked a unique advantage and needed to find an angle that set it apart from the crowd.
Approach:
The strategy became to shift focus from historical insights to future trends. With the help of its own business data and a knowledgeable spokesperson, the brand was able to offer media forecasts and analyses of what was around the corner. The result: rapid impact in relevant media. In a short time, the brand became the second most visible in its category and its spokesperson a recurring expert source in industry press.
From Product Focus to Societal Issue:
A PR Strategy That Stands Out for a Global ToolTech Company
From Product Focus to Social Issue:
A PR Strategy that Stands Out for a Global ToolTech Company
From product focus to social issue:
A PR strategy that stands out for a global ToolTech company
Starting Point:
A leading brand of professional tools wanted to strengthen its position with its most important target group: craftsmen. The brand was well-known but struggled to differentiate itself from competitors and create unique arguments that justified the higher price.
The Crux:
The market for professional tools is dominated by strong brands with comparable quality. Highlighting features and performance alone was not enough – a perspective was needed that engaged the target group on a deeper level.
Approach:
Instead of competing on a product level, we chose to shed light on an important industry issue: craftsmen's working environment. By producing an annual index on the working environment, a platform for long-term PR was created. The industry press immediately took interest, and the index provided the brand with a natural reason to communicate year-round – in media, at trade shows, and in customer mailings. Furthermore, the connection to the ergonomic features of the tools became obvious, which further strengthened the brand.
Starting Point:
A leading brand for professional tools wanted to strengthen its position with its most important target group: craftsmen. The brand was well-known but struggled to differentiate itself from competitors and create unique arguments that justified the higher price.
The Crux:
The market for professional tools is dominated by strong brands with comparable quality. Highlighting features and performance alone was not enough – a perspective that engaged the target group on a deeper level was needed.
Approach:
Instead of competing at the product level, we chose to shed light on an important industry issue: craftsmen's working environment. By developing an annual index on the working environment, a platform for long-term PR was created. The trade press immediately took notice, and the index provided the brand with a natural reason to communicate year-round – in media, at trade fairs, and in customer mailings. Moreover, the connection to the ergonomic features of the tools became evident, further strengthening the brand.
From Scattered to Focused:
Ongoing Brand Transformation for a Socially Critical IoT Company
From scattered to focused:
Ongoing brand transformation for a critically important IoT company
From Scattered to Focused:
Ongoing Brand Transformation for a Socially Critical IoT Company
Starting Point:
A company in secure critical communication was recently formed after a merger. Now the company found itself in an expansion phase and grew rapidly through new acquisitions in community-critical IoT.
The Crux:
Due to its rapid growth and many acquisitions, there was a lack of clear direction for communication. The company was also completely newly started after the merger, so there were many internal wills and perceptions of what the company was and was to become.
Approach:
We solved the crux through thorough work with brand and communication strategy that captured and defined what the company's common vision was - a safer society. With a clear direction, the brand's expression and communication could be streamlined, and over time this created both internal pride and community, as well as external attention in leading industry press and business media.
Starting Point:
A company in secure critical communication was recently formed after a merger. The company was now in an expansion phase and was growing rapidly with the help of new acquisitions in critical societal IoT.
The Crux:
Due to its rapid growth and many acquisitions, there was a lack of clear direction for communication. Moreover, the company was completely newly started after the merger, so there were many internal wills and perceptions about what the company was and would become.
Approach:
We solved the crux through a solid effort with brand and communication strategy that captured and defined what the company's common vision was - a safer society. With a clear direction, the brand expression and communication could be refined, and over time this created both internal pride and community, as well as external attention in leading industry press and business media.
From Dismissed to Noticed:
Repeated Relevance Solved the Conundrum for Cybersecurity Company
From dismissed to noticed:
Repeated relevance solved the problem for cybersecurity companies
From Dismissed to Noticed:
Repeated Relevance Solved the Conundrum for Cybersecurity Company
Starting Point:
A well-known company in cybersecurity approached Sweden as a new market but had problems gaining positive attention in Swedish media regarding its various news and media statements.
The Crux:
We began with an analysis of previous communication efforts and looked at how discussions around the brand were happening in relevant social media and among Swedish stakeholders in cybersecurity. The analysis showed that the brand's low credibility among Swedish stakeholders strongly impacted journalists' interest.
Approach:
We tackled the crux by establishing a strategy for how all external communication in Sweden should look, and being very meticulous that everything was both fact-checked and had credible external sources. Through ongoing dialogue with external stakeholders, we could gradually build trust in the brand by being quick to comment on various cybersecurity events in the world while continually ensuring the authenticity of the statements. This ultimately led to the company now being consistently rewritten about and having the opportunity to comment in Swedish media.
Starting Point:
A well-known company in cybersecurity ventured into Sweden as a new market but had trouble getting positive attention in Swedish media for its various news and media performances.
The Crux:
We began with an analysis of previous communication efforts and looked at how the discussions around the brand were taking place in relevant social media and among Swedish stakeholders in cybersecurity. The analysis showed that the brand's low credibility among Swedish stakeholders had a strong impact on journalists' interest.
Approach:
We tackled the crux by setting a strategy for how all external communication in Sweden would appear, and being very meticulous to ensure that everything was both fact-checked and had credible external sources. Through ongoing dialogue with external stakeholders, we were able to gradually build up trust in the brand by being quick to comment on various cybersecurity events around the world while continually ensuring the authenticity of the statements. This ultimately led to the company now consistently being rewritten about and getting opportunities to comment in Swedish media.
From the Eye of the Storm to Calm and Peace: Analysis Got to Steer the Media Image for MobilityTech Company
From the eye of the storm to calm and peace: Analysis had to guide the media image for MobilityTech companies
From the eye of the storm to calm and peace: Analysis had to steer the media image for MobilityTech companies.
Starting point:
An international platform for mobility found itself in the eye of a media storm when an industry player began an active campaign against the brand. The campaign quickly gained traction, and it was crucial to rapidly understand how the platform should respond.
The Crux:
The central question - as in many crises - was whether to respond to the allegations and if so, how. It was important to quickly get an overview of how the media narrative was developing and, based on this, act in the best way for the brand.
Approach:
Using advanced monitoring tools, we mapped the issue in both traditional and social media. We analyzed not only what was said but also the speed of development and the potential for spread. We quickly saw that the media storm was primarily playing out on X and that it never really gained traction in traditional media. Additionally, engagement waned quickly, e.g., fewer people liked various posts or shared them further. The recommendation therefore became to refrain from entering the debate and instead let the storm die down on its own - which it did just days after it began. Through the analysis, we avoided pouring gasoline on the fire with the risk of making the storm worse than it was.
Starting Point:
An international platform for mobility found itself at the center of a media storm when an actor in the industry started an active campaign against the brand. The campaign quickly gained traction, and it was essential to understand how the platform should respond.
The Crux:
The central question - as in many crises - was whether to act on the claims and, if so, how. It was crucial to quickly get an overview of how the media narrative was developing and based on this, to act in the best interest of the brand.
Approach:
With the help of advanced monitoring tools, we mapped the issue in both traditional and social media. We analyzed not only what was being said but also the speed of developments and the potential for spread. We quickly saw that the media storm was primarily unfolding on X and that it never really took hold in traditional media. Furthermore, engagement dropped off rapidly, e.g., fewer people liked various posts or shared them. The recommendation was therefore not to engage in the debate but rather to let the storm die down on its own - which it did just days after it started. Through the analysis, we thus avoided throwing gasoline on the fire with the risk of making the storm worse than it was.
Crux Comms
Crux Comms