It is easy for an engineering-led company to communicate in a technical manner. It is less easy to turn complex engineering topics into appealing media stories. This is why Siemens Digital Industries Software (formerly Siemens PLM Software), turned to LEWIS. The company needed to move away from a product-focused PR campaign to an integrated thought leadership programme as it needed to show leadership, vision and expertise and build credibility amongst its C-level target audiences across multiple channels.
The long-standing EMEA campaign has consisted of shaping media stories and driving thought leadership coverage around key technology messages and industry verticals – including on digital transformation, digital factory, digital twins, industrial IoT, industrial additive manufacturing, e-mobility, etc. Our main tactics included pitches, by-line articles, case studies and interviews (including interviews conducted at events such as Hannover Fair and user event PLM Connection) as well as social and paid activities. The focus was on quality versus quantity and our programme nicely supported the company’s ABM brand awareness ongoing efforts across the major EMEA markets.
LEWIS implemented a Hub to drive higher efficiencies and consistency and developed an analytical dashboard to better track success.
Across the region, we have increased the case study coverage by 40%+ in 2019 compared to 2018, which had a positive impact on leads.
We have also achieved 80% of tier 1 coverage in the period. Top media coverage highlights included: Electronics Weekly, Digital Engineering Magazin, Link Magazine, Automazione Oggi, Industrie Mag, Interempresas, CAD & Ritnytt, Engineering & Technology.
For PLM Connection, we organically generated nearly 200,000 impressions on Twitter and 900,000 on LinkedIn.