FEIN is a specialist power tool brand, renowned for its quality and reliability across the metal working and interior sectors. The inventor of the first electric hand-held power tool, FEIN is incredibly proud of the heritage and development of expertise that has led the business to its respected position today.
Following many years of successful PR campaigns delivered in partnership, FEIN came to Refresh with a brand-new brief for the 2023 campaign – with innovation at its core.
The specialist was keen to build on the achievements of recent years, and the evolution of the metalworking business within the UK, but this time – the activity was to be centred around four hero launches, which would anchor each quarter.
Refresh was tasked with building a campaign that would showcase FEIN’s latest innovations and elevate the brand’s key messages, strengthening the in-roads previously forged with the company’s key audiences – in sectors including marine, automotive, rail, aerospace and more!
The core objectives of the PR campaign were to:
- Position FEIN as a leading innovator within the industry, establishing key spokespeople within the business as true thought leaders
- Increase brand awareness and engagement with FEIN’s target audiences
media intros delivered
eyes on the brand
Refresh developed and began conducting a multi-layered campaign comprising press releases, in-person activation and advertising, to ensure a consistent, authoritative presence in front of the target audience groups throughout the year.
Each hero product launch was developed with a quarterly focus to ensure a mix of press office and advertising throughout the 3-month period for maximum brand exposure and opportunities for tailored audience messaging.
Additional activation was built into the PR plan to engage the target audiences first-hand too. Refresh joined the FEIN team at the annual Health and Safety Event in Birmingham, and facilitated valuable media introductions – as well as engaging customers and end users to understand their motivations and build this into the key messaging for the campaign development.
Following an action-packed, successful first five months of the campaign, FEIN accepted Refresh’s proposal to conduct a piece of research and elevate the campaign further in Q3 and Q4. Refresh arranged a survey of 100 metalworkers, diving into their experiences of FEIN’s key themes – more to be revealed soon!
Over the duration of the campaign so far, we have delivered:
- 20 pieces of quality coverage across well-read, key metalworking titles ensuring consistent, widespread brand awareness amongst FEIN’s target audiences
- Over 350,000 people reached with 100% inclusion of FEIN’s key messages
- Health and safety journalist introductions at a key safety event in FEIN’s calendar to support the elevation of the brand’s safety-led product developments
- A product win in the BSIF awards to further amplify FEIN’s innovative and user-first approach to safety features
Services delivered include:
- Strategy and planning
- Thought leadership pieces
- Market research
- Media relations
- Media buying
- Design briefing
- Consultancy and ideation
- Social media campaign concepts
- Press releases
- Event management
“2023 is a very important year for FEIN with multiple product launches being introduced to market as well as market leading innovations that were developed with safety, efficiency and end user operation in mind. With so many different product launches happening, we wanted to streamline our hero products and create some campaigns that reached our target audience effectively. We were also keen to explore networking opportunities, establish stronger relationships with press and also look into new opportunities with safety bodies here in the UK. I am pleased to say that Refresh PR have delivered all of this and more, really taking the time and effort to understand the technical aspects of our products and the audiences they are targeting and then creating engaging campaigns to suit.” Marketing Manager, FEIN