Percepto

Background

In this initiative, our primary aim was to empower Refundit in optimizing its digital footprint, primarily through the strategic dissemination of articles within the Greek and Spanish markets. This endeavor was complemented by meticulously orchestrated campaigns designed to amplify the reach and impact of these articles. A paramount objective of our efforts was to raise awareness among discerning decision-makers within these regions. 

Challenges:

1. The company had been struggling to get official approval to start operating in leading European countries

2. The company required exposure to governmental stakeholders to improve lobbying efforts, which were hoped to yield more significant results

Strategy

To achieve our goals, we used a versatile approach. We combined our in-house PR efforts with local PR partners. On a broader level, we planned the types of articles we wanted to create. These included articles about the company and its products, interviews with important company people, news-related content, and promoting our strategic goals. 

• Open a thematic website, powered by Refundit –
  promote key messages – www.taxfreeworld.org
• Targeted paid campaigns to increase reach and
  amplify key messages
• LinkedIn – manage both company’s and CEO’s
  profile

Results

Our campaign was strategically tailored to connect with highly specific target audiences in Greece and Spain, primarily focusing on key decision-makers within relevant organizations and government bodies.
By publishing articles on leading publications, and making sure they reached the right eyes at the right time, we helped the company’s efforts to regain interest in its product and reignite discussions of granting it a permit.

Background

Percepto partnered with Client Z, the CEO of a major producer and supplier of energy in Africa. The client was accused of nepotism and tribalism, with negative results on Google and other search engines. As part of our work with Client Z, Percepto was tasked with positioning both the client and the company as leaders within the energy sector while gaining control of the first pages of Google and suppressing negative conversations online. Percepto also worked to create a solid foundation for Client Z’s online presence, along with their company, while promoting strategic messaging and raising awareness of positive stories among major stakeholders, B2B, B2C and B2G.

Strategy Implementation

Created a full-service strategy to build ORM, using content marketing, PR, media relations, and SEO practices:

Solidify Messaging:

• Client Z is an expert in the energy industry
• The company is important part of the national economy
• Client Z and the company care about the local communities and play a major factor in supporting them

Our Goal:

• Raise awareness of key messaging to major stakeholders
• Position Client Z and the company as industry leaders 
• Form possitive narrative around the company's work
• Gain digital real estate with controlled assets
•  Highlight corporate social responsibility to present positive image

Content Marketing Takes Control:

• Opportunities for company to be featured across well-ranked platforms
• Building high-quality and SEO rich websites and blogs with content

PR and Media Activity for Positive Exposure:

• Wrote expert op-eds for senior management team to publish online publications

Results

Improvement of google pages:

• Start: 40% negative on first two pages
• Down to 5% negative after 9 months 
• 100% clean by the end of the project

PR to support the ORM:

• 27 thought leadership pieces created gaining coverage across target publications
• Improvement of client Z leading to media opportunities
• Sentiment became positive with mentions increasing by 126%

Background:

Percepto partnered with a high-profile investment banking and brokerage firm, who focus on the health tech space, to provide a full-service, online reputation management strategy.

The company had received negative attention in local, national and international press due to a historic Securities and Exchange Commission (SEC) fine which was still reflected in their Google results eight years after its publication.

The reputation of the company was under threat with comments, inquiries and negative feedback  often brought into conversation.

Challenges:

1. Large number of historical negative links on Google first pages.
2. No clear narrative to any content written about them.
3. Almost zero engagement or outreach achieved from any former activity.
4. Continuing ongoing coverage published which posed significant reputational risks.

Strategy:

We created a full-service strategy to build a solid ORM plan, using activity including content marketing, PR and media relations, social media, SEO practices and more.

Our goal:

• Restore trusts and credibility among existing and potential clients, investors, and across the industry as a whole.
• Form and maintain a positive narrative around the incredible work the company does within their industry.
• Position the company as a leader in their field.
• Gain important digital real estate with controlled assets on the first pages of search engine results.
• Highlight corporate social responsibility initiatives and actions to present a positive image and build brand trust.
• Help to transition a subsidiary of the company to its new brand name and begin to create a separate brand identity.

SEO Consultation and Optimization Improves Ranking

• Reviewed and optimized existing websites for the client, its partners and portfolio companies.
• Used techniques to improve everything on controlled web assets, from alt-texts on images and metatags to advising on URL structure and link building to leverage ranking.
• Ensured SEO-rich content within all texts across the entire campaign.

Content Marketing Takes Control

• Created opportunities for the company to be featured across platforms which ranked well on Google’s algorithm.
• Built and promoted websites and blogs with content, which was high quality, SEO-rich and insightful.

PR and Media Activity for Positive Exposure

• Found news opportunities to create press releases to pitch to appropriate media.
• Wrote expert op-eds and thought leadership pieces for senior management team to publish on target online publications.
• Outreach also done for portfolio clients and optimization consultation for press releases.

Social Media Activity Gains Engagement

• Built a social media strategy to build followers and present appropriate narrative
• Promoted news and activity to engage with target audiences.
• Created and maintained accounts and profiles on platforms which had a strong ranking on Google.

Results:

1. Improving of Google Pages
   • Gradual improvement
     • Start: 40% negative on first two pages
     • Down to 15% negative after six months
     • 100% clean after a year on 5 of 6 target search terms
2. PR that will support the ORM:
   • 30 thought leadership pieces created gaining coverage across 17 target publications.
   • Press releases created with coverage appearing on 363 publications with a total potential viewership of over 191 million
3. Big picture:
   • The client reports to receive 55% fewer stakeholder comments on inquiries regarding the incidents. This number continues to fall

Background – The Wolf Prize is an annual award given to leaders in the world of art, science and mathematics, recognizing the world’s finest minds and talents.

Challenge – When beginning work with this client there was zero social media presence or platforms. We created their accounts and handles from scratch and built social media activity from the ground up.

Target – to build momentum and awareness of the announcement through social media channels, drawing attention to the live broadcast which would take place at the residence of the President of Israel as well as encouraging more engagement on all social media channels.

Strategy and implementation: We created momentum by creating a countdown to the announcement across all social media platforms, tying in interesting titbits that linked to the days in 12 Days of Christmas-style fact-sharing campaign – e.g. “It’s just 44 days until the announcement of the Wolf Prize – Did you know that 44 years ago, the first Wolf Prize was given in 1978 #44DaysToGo.

During the event itself, the announcements of each of the 11 laureates was posted live on social media simultaneously across all platforms, including tags of laureates, institutions, alta maters and information about the reason they were winners.

Following the live event, we created a Spotlight Series to introduce the 11 laureates in more detail with further explanation about them receiving the prize. 

Results: From the beginning on the campaign, social media engagement increased astronomically across all three platforms.

On Twitter, this included 70,000 profile visitors and 1.12million tweet impressions – an increase of 690% and 180% respectively.

Facebook saw a 306% increase of visits compared to the previous year an increase in post engagements of 91% and a 295% increase in video views.

On LinkedIn, views were up by nearly 3,000%, unique users by 1,850%, and reactions by 2,720% with the key target areas of education and research users being the highest increased demographic.

In terms of followers, the numbers increased dramatically during the month following the announcement – Facebook followers went up by 6% and Twitter by nearly 30% and on LinkedIn the amount of followers tripled.

Israeli market PR launch campaign for global brand

Background: EcoFlow is a portable power and renewable energy solutions company. Since its founding in 2017, EcoFlow has provided peace-of-mind power to customers in over 85 markets through its DELTA and RIVER product lines of portable power stations and eco-friendly accessories. EcoFlow's mission is to reinvent the way the world accesses energy by innovating lighter-weight and longer-lasting clean, quiet, and renewable power storage solutions

Challenge: Although EcoFlow products had been distributed in Israel for a few months they hadn’t been officially launched in the local market and there was very low awareness of the company’s innovative products and solutions. The client needed to create awareness within a very short time frame.

Target: To raise awareness of the importance of portable, solar powered, sustainable, power stations as an alternative to fuel generations as well as expose local Israeli audiences to EcoFlow’s innovative products and to increase demand and sales by local distributors.

Strategy and implementation: We decided to launch an intensive PR and media outreach campaign to create a substantial amount of coverage within six to eight weeks. The target audiences included tech-lovers, outdoor enthusiasts and businesses which use power generators both outdoors and inside. Key messages we determined in order to promote product innovation, sustainability and ease-of-use when compared to traditional fuel-based power stations.

Our strategy was to reach out to both national media outlets as well as tech publications. Press releases were tailored to target various audiences and pitched to key media outlets to achieve a range of coverage types; including news, reviews, tech pages and thought leadership pieces.

Results: In under two months, eight pieces of coverage were published across target outlets – national daily newspapers and consumer technology publications. This created a significant increase in awareness of the company’s products within the Israeli market.