‘Native content’ programme maximizes exposure for DSM Dyneema
|Posted by Anouk Luykx on March 7, 2017|
DSM Dyneema has a unique product for the maritime/offshore industry and wanted to leverage digital marketing techniques to reinforce and expand its brand in this key sector. So it turned to EMG for both advice and execution.
Dyneema® – the world’s strongest, highest-performing fiber – is very lightweight, durable, corrosion-resistant and hence ideal for offshore applications. Meantime, the well-respected, maritime-focused news site gCaptain offered an ideal channel to DSM Dyneema’s target audience for its “Feel Secure” messaging campaign that features use of the ultrahigh-molecular-weight polyethylene (UHMWPE) fiber in such applications as chains, netting and mooring ropes.
EMG suggested creating six editorial “native content” pieces for placement on gCaptain over a three-month period. The objective was to reinforce the brand and to position DSM Dyneema as a thought leader in the maritime industry.
This digital marketing effort is measurable, and allowed DSM Dyneema to repurpose the content through its own LinkedIn channels, providing a win-win scenario as regards both reach and return on investment.
The results so far have been impressive. The page views for the first four content pieces have ranged from 3,000 to more than 8,800. The YouTube video that accompanied one of the pieces achieved nearly 2,000 views.
On average, visitors to the gCaptain site spent 2:30 and 3:30 minutes each on the Dyneema® article pages, and the pieces have been shared between 200 and 700 times each. Exposure on Facebook has also been extensive, with the various articles reaching between 35,000 and 66,000 viewers each, while also gaining an additional a number of “likes” and “shares”.
In all, DSM Dyneema’s native content program with EMG has given the brand high-level, impactful exposure on the gCaptain site, which has 600,000 unique visitors a month, as well as a newsletter with 35,000 subscribers.
To multiply your story effectively, EMG focuses on channel optimization for each segment. Our team relies on an integrated communication plan that involves proven, well-established tactics and focuses on selecting the right mix of stories, opportunities and channels – Paid, Earned, Shared, Owned – for the right audience. EMG will create a road map that delivers the best value, creates impact and underpins the agreed positioning and messages.