INCOPRO

The Brief

Incopro, an enterprise brand protection software provider, wanted a PR programme that cemented its brand name in the key sectors of legal, technology, and business media, as well as creating content that supported new business development. 

To support the business goals of this UK-based scale-up company, the aim of the PR programme was to educate consumers  to the risks of purchasing counterfeit branded goods, and educate businesses that they are putting their brand at risk by not taking adequate measures to protect it. In conjunction with the Incopro marketing team, we built a campaign around the key message of: ‘Making the Internet a safer place for consumers’.

Our Campaign

Using the knowledge and experience of what makes a successful news-based campaign, we  created a 12-month PR programme that involved creating unique content to address the news agenda around counterfeit goods and would reposition Incopro from a young startup, to an established market leader.

We needed to raise awareness of the key issues facing well-known businesses that have a strong brand presence and how Incopro and its Intellectual Protection (IP) technology can help them. To achieve this we created, managed, and designed a Market Research project that investigated why protecting the integrity of a brand and its IP  is important, and what the options are for businesses that want to stop counterfeit goods being sold online. 

When creating this piece of Market Research, we worked alongside the Incopro team to understand its core product, its customer base and it’s target audience. This depth of understanding allowed our team to create a piece of research that not only resonates with target media outlets and their readership, but would also resonate with key buyer personas as part of the wider Incorpro marketing strategy.

At the height of the ‘fake news’ debate, we based the theme of the questionnaire to investigate the overarching question of:  ‘Are we living in a fake society?’ The research quizzed over 2,000 consumers across the UK and USA to compare the opinions, habits and actions towards counterfeit goods, fake behaviour online (fake news, fake social media posts etc.), as well as their own online shopping habits.

Our Results

Led by our PR Director, we tapped into the current news agenda, focusing on the issues faced by consumers, the serious health risks faced by counterfeit goods, and wider societal problems associated with counterfeiting.

Using the results from the market research report, we created unique content that could be pitched to target media outlets. The content items included a consumer market research report, multiple press releases, opinion articles, blogs, and regular rapid response feature comments. This activity formed part of a proactive and reactive PR campaign over 12-months.

This approach enabled the team to build a media profile for Incopro C-level executives  positioning them as thought leaders in the IP and counterfeit goods industry. Their position was supported by featured comments in target media publications using rapid response media comments that tapped into current news stories. 

Providing unique, thought-provoking comments, backed up by market research earned media coverage in The Telegraph, The Independent and The Sunday Times, as well as targeted vertical trade media in the IP and Legal, Pharmaceuticals, Automotive, and Fashion & Apparel press.

Increasing Incopro’s presence in national and sector-specific B2B media helped them to earn a large share of voice within target industries while actively influencing the news agenda around the sale and purchase of counterfeit goods.

To measure the results and determine impact, we used a number of analysis tools - such as Databox, Google Analytics, Brightedge, and HubSpot - to actively track and measure key impact metrics such as Domain Authority, web traffic, organic search results, backlinks, and referral traffic.