Aggreko: Planning for Failure

The Challenge

To deliver a B2B PR and social media campaign that would convince facilities managers and operations directors of the need for robust back-up contingency power plans.

Ultimately, we were tasked with delivering high quality leads for the Aggreko sales team across manufacturing, data and healthcare sectors.

 

The Idea

Research told us that many of the businesses in these sectors remain complacent about the danger of power blackouts and rarely have contingency plans in place.

To meet the objectives of the brief, we clearly needed to highlight the risks of power blackouts, their frequency, and the financial and operational dangers posed.
However, we had to be helpful too.

So, we compiled a short, downloadable guide to contingency power planning – detailing both the risks and the steps needed to put proper processes in place.

We then drove traffic to a dedicated campaign landing page, through a combination of media relations, LinkedIn ads and Pulse posts.

 

The Results

  • Within weeks, we had delivered:
    • Multiple downloads of the guide, significantly above the project KPI
    • 14 pieces of specialist trade media coverage
    • Over 100 engagements on LinkedIn Pulse posts
  • Crucially, all of this led to high-quality sales leads across all three target sectors, with projected sales worth over £250,000