The brief
Industrial Physics is a global test and inspection partner for packaging, products and materials. For over 100 years, the company has been supporting manufacturers, production lines and laboratories by providing specialist equipment and services to protect the integrity of their brands and products.
At the beginning of 2023, Industrial Physics appointed Refresh to grow awareness of the brand with its key audience groups and showcase its breadth of expertise.
To achieve this, the core objectives for the campaign were agreed:
- Grow awareness of Industrial Physics with audiences in key sectors including food, beverage, packaging and coatings
- Create industry connections to introduce Industrial Physics to new audiences
- Elevate key spokespeople within Industrial Physics, positioning the brand as a true thought leader
1.5
million people reached
37
pieces of coverage
6
pieces of thought leadership
The campaign
We developed a campaign encompassing multiple diverse streams of activity, which were designed to run concurrently throughout 2023 with a common goal of showcasing Industrial Physics’ unrivalled expertise.
The backbone of our campaign was a piece of research commissioned and delivered by Industrial Physics. Almost 300 packaging professionals were surveyed, from a variety of sectors and geographies. Presented as a comprehensive report on the state of packaging innovation in 2023 and the years ahead, we developed a roll out strategy focused on the press, and the industry influencers. We generated continuous noise across the year with sector-specific press releases and in-depth thought leadership pieces – showcasing the expertise and enthusiasm of the brand’s spokespeople.
In addition to written content, we incorporated a heavy focus on relationship building, in line with our objectives. We worked with influencers and experts within the industry to contribute to the packaging report, share the content with their followers, comment on the insights for the brand’s owned content. We also capitalised on Industrial Physics’ global events calendar to facilitate face-to-face meetings with key media, and submit its spokespeople for speaking slots to speak with an engaged audience.
The results
To date, the campaign has:
- Generated over 37 pieces of coverage in key publications
- Developed relationships with 6 industry experts
- Secured 2 speaking positions at global trade shows
- Delivered 6 in-depth thought leadership features with key trade publications
- The brand’s key messages were included in 100% of the coverage secured
Services delivered include:
- Strategy and planning
- Content development
- Media relations
- Thought leadership
- Influencer management
- Speaker applications
- Measurement and evaluation
"Refresh became our PR partner at the beginning of 2023 and kicked off our relationship with a face-to-face session which allowed the team to really get to know our business and develop a campaign that truly demonstrated success for our business. Our campaign was centred around an important piece of research and it’s great to see how well it has been rolled out, with coverage and opportunities for more in-depth features in our target media, and relationships forged with experts, adding even more authority to our brand ahead of an exciting continuation of the campaign in 2024. We're really pleased to be working with Refresh for our 2024 campaign too, watch this space!" Global Marketing Director, Industrial Physics