WORLD FIRST – How do we promote your fast-growth brand?
Having grown from a start-up into a multi-national payments business, WorldFirst had a fantastic story to tell, but was failing to get the recognition it deserved amongst louder, more established competition. To speak to its core audience – UK small and medium-sized enterprises (SMEs) – WorldFirst needed to carve a niche in a competitive market by focusing on its core expertise and its established business proposition.
Instinctif Partners worked with the business to redefine is corporate narrative developing a creative PR campaign built on a number of high calibre thought leadership reports that placed the brand at the forefront of issues affecting its SME clients. In 2016, Instinctif Partners combined its public policy, brand building and event management expertise to create Think Global – an event to inspire and empower SMEs to seize the opportunities of international trade. The full day event included high profile speakers from UK Government and was complemented with a white paper in conjunction with the Centre for Economics and Business Research. The Think Global initiative provided a platform for the business to communicate its core messaging directly to potential clients and lay the foundations for a series of issues led media campaigns focussed on the need to open up new overseas markets for SMEs.
Supported by the initial white paper, Think Global was attended by more than 150 businesses looking for practical advice on how to achieve global success and drove widespread national coverage. In 2017 the business developed a second iteration of the report focussed much more heavily on growing ecommerce and marketplace seller audiences which alongside a number of case studies generated widespread feature-led coverage including BBC World Service and the Mail on Sunday.