Turning manufacturing reputation into visibility: The strategy behind a 405% SOV growth in just 12 months
Turning manufacturing reputation into visibility: The strategy behind a 405% SOV growth in 12 months.
Campaign results at a glance
%
Share of Voice growth
%
Media mentions in competitor set
More coverage than competitors
Editorial reach
%
YoY media coverage growth
Earned media coverage pieces
UK, US and EU publications
Winners in industry awards
The context
The Client is a global manufacturer of workplace safety solutions and protective barrier systems. It has a long-standing reputation for innovation and a presence in over 60 countries, serving transformative safety tech to warehouses, factories, airports, and more.
The challenge
The Client set out to improve the visibility, credibility and memorability of its brand and product portfolio. The business wanted to ensure its communications were working as hard as its solutions: making a stronger impression and reaching the right audiences , to support growth across all key markets.
At the same time, there was a broader ambition: to shift perceptions. The Client saw an opportunity to challenge assumptions about safety infrastructure, positioning itself not just as a manufacturer, but as an innovator and pioneer.
The company wanted to educate the market and reinforce its position as a leader and driving force in industrial safety.
To deliver on these objectives, the business partnered with EC-PR to develop a structured, insight-led communications campaign built around strategic storytelling and international reach.
Our brand lacked memorable impact, consistent visibility and the level of credibility we knew it deserved. We were facing the risk of losing momentum at a key moment in the company’s growth stage. It was clear we had the expertise, but no strategy to make it show. We needed a way to demonstrate why we are the benchmark in our industry.”
Marketing Campaign Manager at The Client
The solution
The campaign was named ‘Future-Ready Campaign ‘ and served as a bridge between the Client’s long-standing reputation and its future ambitions. The theme anchored four strategic narratives:
• Industry 4.0
• Innovation
• 360° protection
• Advanced materials
These subthemes captured the breadth of The Client’s value and helped create a unified voice across markets.
Campaign delivery
• Media Lens competitor benchmarking.
• Communication strategy.
• PR campaign.
• Catalyst executive profiling guide.
With the fundamentals in place, EC-PR helped the Client shape a campaign roadmap designed to scale brand presence and generate commercial traction across the markets targeted by the business, including the domestic market, the United States and the DACH region.
Communication strategy
After undertaking initial workshop sessions with the customer, EC-PR developed a communication strategy designed to bring the desired visibility, memorability and visibility to the The Client’s brand. The strategy included the following:
• Creation of five target personas.
• Development of messaging for new range of products.
• Creation of a Brilliant Ideas Bank built with insight from the Sales team to enhance pipeline .
The content was tailored to address the pain points of each target persona for each stage of their buying cycle , including:
• Thought-leadership articles
• Blog articles
• Social posts
• Case studies
• Webinars
• Awards submissions
• Roundtable sessions
• White papers
• Event planning and management
• Waterfall content for roundtables, white papers and events
The result was a clear and actionable communication strategy that aligned the Client’s messaging with its commercial goals. It provided a structured foundation for all ongoing marketing and PR activity.
PR campaign
EC-PR created an extensive media list for all the industries and sub-industries targeted for the campaign, with over 800 journalists comprising trade, local, national and international publications.
The PR campaign was built to scale the Client’s presence across the different European and American markets using the thought-leadership content from the Brilliant Ideas Bank, as well as interview opportunities on the Client’s subjects of expertise.
Catalyst
To support the Future-Ready Campaign, EC-PR implemented Catalyst, a LinkedIn executive profiling programme for the Client’s C-suite to strengthen the visibility of the company’s leadership and build stronger connections with industry stakeholders.
The Catalyst implementation included profile optimisation; bespoke, five-day-a-week video and written content creation (both short- and long-form); and active engagement with relevant audiences to build reach and credibility.
Catalyst helped position the Client’s leaders as visible, trusted authorities in their fields, strengthening brand credibility while making communications more personal, relatable and effective across key markets.
The account’s growth and the value of its posts earned it a place in Strategic B2B Marketing’s Best of LinkedIn for July 2025 , and recognition as one of the “40 accounts to follow . Using LinkedIn Sales Navigator, we identified over 1,500 ideal customer profiles and managed targeted outreach and nurture.
Catalyst gave our leadership team a voice that’s now being heard in all the right places, expanding our presence and influence. We’ve always known we’re the best at what we do, but thanks to the Future-Ready campaign, now everyone else does too.”
CEO at The Client
The results
The Future-Ready Campaign has delivered the visibility, credibility and memorability the Client set out to achieve. In just 12 months, the company has more than quadrupled its share of voice among its competitor set thanks to a successfully executed PR strategy.
The communication strategy built around this initiative gave the business a consistent, compelling narrative and a suite of assets aligned to each stage of the buying cycle used in all its communications and product launches. This is reflected in:
– 186 earned media mentions obtained
– 2.7x more mentions than all of its competitors
– 73% share of the competitor market .
The Future-Ready Campaign has also raised the brand’s visibility. The Client’s presence at the top of impartial, AI-generated search results like Google AI Overviews shows how the PR campaign has delivered genuine industry authority and recognition to the brand. When users search for the best workplace-safety provider or the leading CEO in industrial safety, the Client and its CEO respectively appear as the top result.
The Catalyst programme amplified the voice of the leadership team and made the brand more relatable and influential. With Catalyst, EC-PR elevated the social-media presence of the Client’s C-suite members. In just 12 months, these were some of the results achieved*:
Impressions
New organic followers
Engagements
ICP targets identified
*As of July 2025 across two personal LinkedIn accounts.
Thanks to EC-PR’s expertise, we secured leadership buy-in. Their strategic approach gave us the clarity and confidence to align at the top. Once the board saw the potential impact, the case for the campaign was undeniable. From there, EC-PR became a true extension of our team. Within a year, we hit our goal of being visible, memorable and credible — quadrupling our share of voice to secure our place as the most covered leader in our market.”
Marketing Campaign Manager at The Client.
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“EC-PR has helped us build awareness through quality thought leadership coverage in global trade publications. Our brand credibility was further strengthened through an industry round table event attended by a high-profile panel of industry experts and influencers,”
“EC-PR never fails to deliver. Their approach to thought leadership, both in terms of crystallising our initial ideas and then drafting good quality content, is second to none. Given how time-poor our subject matter experts are when it comes to PR, it was a breath of fresh air to have the EC-PR team support us and deliver some great coverage in our target media. We’re looking forward to our next campaign to continue improving our share of voice on key net zero and ESG issues.”
“EC-PR has become our strategic communications partner that delivers not just robust advice but also challenges us as a business. Their ability to create outstanding thought leadership is complemented with a highly professional, tenacious and transparent approach to campaign delivery.”
“EC-PR’s in-depth understanding of the telecoms and transport industries has strengthened our thought leadership in these markets. What was particularly valuable to us was EC-PR’s strategic recommendation on how to build awareness in the defence sector where we have started to see some positive results.”
