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Case Studies

 

Kebony ‘Unveiling the New Wood’ marketing campaign

Kebony  ‘Unveiling the New Wood’ marketing campaign

Background

The Communication Group Plc was appointed in 2009 to maximize Kebony’s growth potential through a public relations campaign

Objectives

•    Successfully launch the Kebony brand internationally and drive sales – achieving maximum growth potential

Strategy

•    Position Kebony as leading the way forward  by maximizing on the issue of sustainability
•    Create “push-pull” effect by driving consumer demand on manufacturers

Activity

•    Undertook in house bespoke brand positioning workshop to capture the “story” and ensure maximum appeal to target audiences
•    Produced creative media pack to illustrate the story and product offering
•    Targeted influential media to successfully communicate the Kebony “story” internationally
•    Created enticing opportunity to ‘experience’ Kebony in Norway  
•    An ongoing calendar of creative initiatives to ensure maintained media coverage

Results

•    A series of exclusive front page features secured through press trips, broadcast interviews and exclusive briefings
•    The Kebony story was ‘unveiled’ through international media platforms – CNN, The Economist, CNBC
•    Launch coverage generated international online, print and broadcast coverage across Europe, China, Taiwan, Japan, Canada and the US amongst others
•    The Norwegian media documented Kebony’s international media attention
•    Coverage stimulated international sales enquiries from regions including the USA, Australia, South Africa, Germany, UK, Dubai, Mexico and Bahamas
•    Since launch there have been over 450 media articles featuring Kebony
•    Kebony has been cited as one of the top 50 companies that could change our world in 2010 (CNBC Business
•    The online community spread story of ‘… environmentally friendly way of making softwood harder and more durable…’

- Captured the attention of international audiences

- In the last year Kebony has secured international distributors, additional investment from new owners and has a diverse pipeline of high profile projects in each market sector

AJR
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