Uponor is a manufacturer of plumbing solutions for the transportation of water around a building.
It required a campaign that re-introduced the business to key media, positioned it as a thought leader in the industry, and generated leads that the sales team could follow up on.
Initially Refresh digested the company's business plan, ran a strategy session with key members of the Uponor team, and formulated its plan, which included drawing upon its knowledge and experience from its extensive work in the heating and plumbing sector.
pieces of specifier coverage
Refresh delivered market research to ascertain opinions held by the target audience (specifiers), followed by a roundtable attended by industry experts which explored these opinions in greater detail. These activities formed the basis for a piece of hero content which was hosted on the Uponor website.
Press releases, thought leadership and social media content drove the target audience to the campaign landing page where the report, hosted behind a form-fill, could be downloaded.
The campaign resulted in:
- 20+ backlinks to the Uponor website
- Opportunities to see of more than 1 million
- 20 journalist meetings conducted during launch press trip
- Uponor securing a contract win worth £300k as a direct result of a lead downloading the hero content
- New relationships formed with key specifiers
- 650+ downloads of research report
- Extensive news and thought-leadership coverage across top tier media
Services provided include:
- Strategy and planning
- Event management
- Award entries
- Press releases
- Feature writing
- General copywriting
- Case studies
- Social media
- Press trip
- Design work
- Measurement and evaluation
Refresh was tasked by Uponor to create excitement around PR internally and to come up with a strategy which engages its external target audiences. Both of these objectives have been met. What’s even more impressive is the fact that Refresh continues to come up with creative ideas that are clearly measurable and go above and beyond the original pre-set requirements. I look forward to continuing this partnership in the future. Marketing Communications Manager