Challenge
Capacitas is an established owner-managed technology business that specialises in ensuring major ecommerce websites and other critical online systems do not crash or suffer other capacity related problems. thought leadership case study technology With e-commerce now a vital revenue source for both e-tailers and large established retailers, its owners have ambitious growth objectives. But a low brand awareness among its key targets, CIOs at large businesses, was holding it back, so it approached Kelso Consulting to help its owners achieve their growth strategy.
Solution
Our campaign, based around a 'thought leadership' approach of positioning it as experts on Black Friday quickly changed that. The judges (seasoned PR practitioners) described the campaign as "an exemplar of ambition, creativity and value for money". Careful planning and preparation meant that over a two-day period around Black Friday, Kelso Consulting delivered over 370 items of media coverage for our tech client. This high-impact coverage ranged from numerous national daily newspapers to primetime broadcasters such as News at Ten and Sky. The campaign took PR newcomers Capacitas straight onto the radar of their target CIOs in large retail and e-commerce businesses. Key business benefits delivered for our client... High-value new business leads from household name companies as a result of the campaign. A rejuvenated and energetic approach to marketing based around expert technical and commercial insights. Over 370 items of coverage in newspapers and business magazines (online and print) positioning them as experts on how retailers and e-tailers can keep their websites from crashing when demand is at its peak. Numerous high-value website backlinks to help it get to the top of Google (including a link from the BBC website - a highly valuable link that is as rare as a duck's tooth!) Interviews on prime news broadcasters News at Ten and Sky News, further building their credibility as leading experts.
Results
This campaign won the Chartered Institute of Public Relations (CIPR) 2016 Excellence award for "Limited Budget Campaign" of the year because of the huge impact delivered.
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