Utilising Public Relations to Build Brand Awareness

Client: Danfoss Power Solutions (DPS)

Objective: Danfoss Power Solutions (DPS) wanted to generate brand awareness for the company following the successful acquisition of Eaton Hydraulics. The primary objective was to get the PR foundations right and underline DPS’s brand and commitment to the fluid power market through product launches and thought leadership articles.

Activities: The team at Napier undertook media outreach to editors working in DPS’s key target markets and several other sectors that it wished to promote their brand.

  • Napier leveraged its deep understanding of the industry, developing a strategic approach to pitching DPS, its subject matter experts and its content.
  • Napier pitched and placed an increased amount of thought leadership content, helping build positive perceptions of the brand.
  • Be responsive and provide consistent, strategic support for the public relations process while reporting results.

Results: The results included raising the profiles of senior executives via interviews and several Q&A placements in magazines from Construction Europe to SAE Truck and Off-Highway in the US and success in Germany with Fluid.de. Danfoss Power Solutions has secured hundreds of other product/news placements in targeted media across different continents. The PR work being done by Napier also helped to drive booth visits at various events where Danfoss Power Solutions were in attendance. Attendees cited reading recent DPS news and the want to find out more from the Danfoss sales and engineering representatives due to the coverage achieved.