The challenge
As part of its global sales objectives, MILWAUKEE® wanted to raise awareness of some of its less mature categories: MX Fuel, Outdoor Power Equipment (OPE) and Personal Protective Equipment (PPE) across Europe to capture more market share. However a unified PR approach needed to be developed.
While each territory was already active in promoting these categories, efforts were largely independent, with varied resources and approaches. This made it challenging to deliver consistent messaging at scale.
At the same time, the construction sector was demanding solutions to three urgent challenges: meeting sustainability targets, improving on-site safety and boosting productivity. MILWAUKEE® had the answers but wasn’t being heard.
The solution
We designed a three-year PR strategy under the banner ‘The Power to Protect’, with thought leadership at its core.
The strategy focused on:
- A centralised content hub producing whitepapers and articles on sustainability, safety and productivity
- A press office model launched in the UK & Ireland, ensuring consistent coordination and replicable success across territories
- A tactical media relations framework delivering balanced coverage across MX Fuel, OPE and PPE
- A consistent reporting system to track results across markets
At the heart of the campaign was original research conducted across European construction works. It revealed how choice of tools, equipment and PPE directly affect on-site safety and productivity. The stats were so compelling, it fuelled a whitepaper, Building a Safer Future, supported by a series of thought leadership articles to hammer home how investing in better quality products can lead to safer working environments and greater operational efficiency.
By linking MX Fuel, OPE and PPE to industry-wide issues, MILWAUKEE® positioned itself as a forward-thinking partner, not just a manufacturer.
The results
The campaign kick-started MILWAUKEE®’s European PR approach, exceeding objectives:
- 410 press mentions (127% above target)
- 11.5m audience reach (37.5% above target)
- 491k estimated online views
- 277 social media shares (85% above target)
- 100% positive sentiment & 100% key message inclusion
- 100% earned coverage
The UK & Ireland press office alone generated 128 pieces of coverage and 4.76m reach with zero paid placements. The whitepaper series reached 431k professionals with entirely positive sentiment.
Most importantly, the campaign shifted internal perceptions of PR’s value. The UK & Ireland team committed to co-funding their press office in year two, and the overall programme received a significant budget increase.
“What has been impressive about The Think Tank is that in a short space of time of working with MILWAUKEE® EMEA they’ve gained a deep understanding of our culture and mindset, that allows them to quickly get to the heart of the brief. They not only know the company we are today, but they have a deep understanding of who we aspire to be tomorrow.”
Phil Welsh
Trade Marketing Director – Accessories, Hand Tools, Storage & PPE
MILWAUKEE® EMEA
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