THE CHALLENGE

Despite its role in facilitating many of the megatrends today, a publicly traded (NYSE) technology company struggled to cut through the noise in the marketplace and navigate a challenging media landscape to communicate to its key investor audience. As a result, the company’s investment proposition, specifically within the EV space, was not resonating amongst the investment community and therefore the stock was undervalued.

The company was approaching the close of a critical financial quarter and needed to ensure their messaging and value proposition was clearly and measurably communicated to this key audience. Traditional IR and financial communication tactics were not delivering the results – a more targeted and measurable approach was needed.

THE APPROACH

Edelman deployed a data-driven, audience-centric campaign that relied on CommsTech to determine content topics being consumed by the investment community and individual financial research analysts and portfolio managers. Coupled with a data-driven channel strategy to ensure we were delivering the right content, on the right channel at the right time.

The result was a CommsTech enabled thought leadership campaign which highlighted the company's expertise and showed the target audience that the company is well-positioned for growth across selected business units – through engaging and relevant content.

THE IMPACT

The campaign resulted in an earnings call where questions focused significantly more on the company’s role in emerging megatrends with analyst reports echoing the company’s thought leadership content through direct quotes and highlights. The program itself resulted in 100% engagement of the targets (e.g. BlackRock, CitiBank, Goldman Sachs, Credit Suisse, etc.) and titles (e.g. investment analysts, research analysts, portfolio managers, etc.).

The campaign beat the industry’s engagement rate by nearly 50%. The impact and data points were packaged and presented to the company’s board who requested this campaign – and others – to continue.