The Road Ahead
IMI
116 pieces of coverage (phase 1)
100+ report downloads (phase 2)
The Challenge
To deliver a multi-channel, multi-language PR programme driving awareness and enquiries for IMI’s VIVO PEM electrolyser – a turnkey solution that splits water into hydrogen using renewable electricity thus creating green hydrogen.
In particular, we needed to build the brand’s credibility and presence in a maturing market where it now had a viable product but no voice.
The Idea
We worked with IMI’s business development team to identify a market niche – European public transport industries – where the product had the potential to be the solution to challenges the sector was facing.
To contextualise these issues, we conducted market research with senior public transport decision makers across Germany, Italy and the UK.
Dividing our activity into two phases, we first delivered a year-long media relations campaign building IMI’s expertise by demonstrating technical competency, policy awareness, and in-field installations.
Then we turned our research findings into a hard-hitting downloadable report, focused on insight and statistics rather than product-pushing: The Road Ahead: Is decentralisation the key to unlocking hydrogen in public transport?
The Results
The phase one media relations campaign delivered:
- 116 pieces of coverage
- 40% in tier one sites with a DA of 40+ (vs IMI average of 33%)
- 12% in German and Italian media (vs 0 proactively generated coverage in 2022-3)
- Nine in-depth comment pieces on core topics
- 65 pieces of coverage for successful VIVO electrolyser installations
- In just the first month of phase two (report launch), we delivered:
- 43 media cuttings
- 53% in tier one sites with a DA of 40+ (vs IMI average of 33%)
- 12 German language cuttings and 9 Italian (vs KPI of 5 per country)
- 31 links to the landing page, with a 72% backlink rate (vs IMI average of 31%)
- Average DA of 40 (vs IMI average of 34)
- Over 4k visits to the landing page
- 100+ downloads across UK, Germany, Italy and wider Europe
- 15 qualified leads
15qualified leads