THE CHALLENGE
After establishing themselves as experts in sustainable, animal-free materials, Material Innovation Initiative (MII) needed to amplify their voice and reach to drive industry-wide change.
Accelerating sustainable material adoption
MII had to transform from a niche organisation into a leading media voice within the material innovations industry. They needed to:
- Expand their reach and awareness significantly
- Increase engagement across multiple platforms
- Drive more traffic to their website, boosting report downloads and webinar attendance
- Provide valuable knowledge sharing to connect relevant companies with resources
- Accelerate the adoption of sustainable, animal-free materials in fashion, automotive, and home goods industries
THE SOLUTION
A content first strategy
- Targeted Content Framework: We created a content framework tailored to MII's diverse audience segments, including fashion brands, material companies, investors, scientists, and donors.
- Multi-format Approach: We diversified content formats, including articles, videos, podcasts, and interactive webinars, to cater to different audience preferences.
- Thought Leadership: We positioned MII executives as thought leaders through media briefings, contributed articles, and speaking engagements at industry conferences.
- PR Roll-out: We implemented a tiered media outreach strategy, targeting top-tier publications, trade journals, and sustainability-focused outlets.
- Social Media: We revamped MII's social media strategy, particularly on LinkedIn, to boost engagement and follower growth.
- Website Enhancement: We improved the user experience on MII's website to increase report downloads and webinar registrations.
THE RESULTS
Linkedin dominance
We leveraged targeted content and thought leadership to dramatically expand MII’s presence on Linkedin:
- 82.4% increase in LinkedIn followers (From 5,644 to 10,297 followers)
- 869,164 organic impressions on Linkedin
- 66,446 organic engagements with the target industries on Linkedin
Web traffic and leads surge
Enhanced user experience and valuable content drove substantial growth in digital presence:
- 701% increase in monthly website visitors (from 14,772 to 99,888 yearly)
- 27% increase in qualified inbound leads
- 2,731 report downloads
Media presense
Strategic PR outreach positioned MII as a leading voice in sustainable materials innovation:
- 50+ media mentions across various tiers
- 25+ contributor articles published in relevant media channels
- 10+ exclusive embargoed stories securing prime coverage
Email marketing
We helped leverage targeted content to engage subscribers and drive action through email:
- Donor newsletters achieved an average of 15% CTR
- General newsletter maintained 40-50% open rate with an increase of ~3,000 new subscribers subscribers
- Email campaigns effectively contributed to a 26% increase in report downloads
WHERE DEDICATION MEETS AMBITION
We attack the toughest business challenges from every angle, leaving the best ideas with no place to hide. We don’t just look for a quick fix — we keep going until we find the creative solutions that deliver standout experiences.
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