The challenge
Rework has long been a thorn in the construction industry’s side, causing delays, cost headaches and waste overloads. This challenge lay at the heart of XYZ Reality’s mission, inspiring the launch of its Engineering Grade AR-enabled headset, the Atom™, in 2021. Tracking project progression with pinpoint precision, the Atom eliminates the need for rework.
With its expert tool in hand, XYZ Reality’s key challenge was to convince others of its worth. To achieve this, they needed to demonstrate that they understood the causes of rework; this knowledge wouldn’t just showcase their expertise, it would help them build trust and authority.
This, in turn, would assure its customers that they not only had the solution but also the knowledge to back it up. To secure its place on the global stage, XYZ Reality needed a content-led strategy which strengthened its position as thought leaders in the states, while maintaining its foothold in the UK.
The solution
We devised a six-month thought leadership campaign encompassing research, content creation, and PR activities.
The campaign’s cornerstone project was a research piece, focusing on the effects of project delays on over 500 construction executives in the UK and US, respectively.
Teaming up with research provider One Poll, we managed the entire data collection process, revealing that nearly 100% of projects missed deadlines.
This underscored that rework remains a significant challenge in construction – and, more importantly, pointed towards XYZ Reality’s AR tools as the solution. Within an exceptionally tight two-week timeframe, we then transformed these findings into a whitepaper with dedicated sections for the US and UK markets.
We secured press coverage for the whitepaper in both national and trade media, particularly focusing on publications that would reach XYZ Reality’s primary target, the US market. For UK readers, we developed several topical angles around rework and its connections to CO2 emissions, which proved highly popular.
The results
In true The Think Tank fashion, the campaign exceeded its original objectives and delivered fantastic results:
- 26 articles featured in Tier One publications across the UK and the US, surpassing the KPI by 73%
- 60 articles published across the UK and US, surpassing the KPI by 100%
- The whitepaper achieved 583 downloads, exceeding the KPI by 191.5%
- The whitepaper webpage received 14,036 visits, surpassing the KPI by 40.36%
The campaign’s success has helped us establish a foothold in the US market, leading to more project discussions. The Think Tank’s strategic approach consistently delivers the best results. The Think Tank has successfully elevated XYZ Reality’s profile in both the UK and America.
David Mitchell
Founder & CEO
XYZ Reality
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