PRICER
Global thought leadership positioning
Challenge
Pricer, a French electronic shelf label (ESL) provider, wanted to increase its profile in key European countries and the U.S. Prior to working with Mulberry, its PR efforts were focused predominantly within France.
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Strategy and execution

• Established a coordinated and international PR campaign focused on the U.S., UK, France, Germany and the Nordics

• Created an international account team consisting of a global strategist, global activity coordinator, and regional media relations managers and writers with local knowledge and responsibilities
• Established internal knowledge share platform to ensure materials and best practices are shared across borders

• Developed and executed a global PR campaign, including global and localized messaging, press office, thought leadership positioning, event support, global social media program
and industry analyst and influencer program

Results

The results were as follows:

• Achieved 3x ROI (measured by Ad Value Equivalency) in the U.S. and 6x ROI in Europe

• More than doubled the number of Pricer LinkedIn followers and quadrupled its Twitter follower base in 12 months
• Achieved monthly press coverage in trade media in all key markets
• Established relationships with key U.S. and European industry analysts

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