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Driving the Nordic PR agenda since 2015

BenQ Corporation is a leading supplier of consumer electronics and computing devices, including projectors, LCD monitors, speakers and lighting. Its ZOWIE brand of gaming monitors and accessories are praised around the world for their quality and performance, and are the preferred choice of many of the world’s top esports teams.

Goal

Become a single hub for Nordic B2B and B2C PR and influencer marketing

In early 2015, BenQ was seeking a strategic partner capable of delivering the full gamut of PR services in the Nordic region, spanning business and consumer PR, and influencer marketing.

In order to cover such a wide range of products and verticals, BenQ needed an agency with a high level of technical proficiency in multiple sectors. A key requirement was the ability to translate the USPs of BenQ’s often highly-technical products into a language that clearly conveyed real-world consumer and business advantages.

In addition, the agency needed to have a profound insight into the gaming and esports sectors,

particularly in the Nordics, in order to effectively promote BenQ’s popular gaming sub-brand, ZOWIE.

digitalPR was appointed by BenQ due to its unique ability to deliver the full range of services required. Our expert team of cross-sector former technology journalists were able to deliver the localized media relations focus that BenQ required, in both B2C and B2B spaces. In addition, digitalPR’s broad experience with and knowledge of the Nordic gaming and esports market made us the perfect choice.

Strategy

Become an extension of BenQ’s PR and marketing team

In order to deliver on our objectives, digitalPR’s strategy was to become an active extension of BenQ’s PR team in the Nordics, by proactively driving the entire PR calendar for the region.

By liaising closely with BenQ HQ, we were able to apply our local market knowledge and expertise to identify the products, stories and PR angles that would most strongly resonate with the Nordic media. We then created and drove the local PR agenda, in line with HQ’s objectives for each product and vertical to deliver the best results.

Part of this process included producing local-language press releases for each market, written from scratch by our team of former tech journalists. Our market knowledge and high-level relationships with top publications allowed us to secure coverage in key verticals, such as ProAV, photography, and home entertainment. This included establishing BenQ as a thought-leader in the graphics and visual industry, by securing interviews and opinion pieces in the most impactful trade and B2B publications.

In addition to news and thought-leadership content, digitalPR also drove the product reviews program in the Nordics. Our deep technical understanding of the products, and key relationships with reviewers, allowed us to secure positive reviews and news coverage in key publications.

Beyond traditional media relations, digitalPR also developed strong partnerships with key Nordic influencers who understood and shared BenQ’s brand values. This was particularly important for the ZOWIE gaming sub-brand. Through our deep understanding of BenQ’s products and verticals, we developed relationships with key Nordic opinion leaders. The focus was to perfectly match the ideal content creator to the correct products, while guiding the outcome to deliver on-message and on-brand content.

Outcome

Consistently high share of voice for five years straight (2019 numbers)

digitalPR has ensured that BenQ’s share of voice amongst consumer and gaming audiences has been consistently high, and far above the level it was prior to our involvement. Furthermore, digitalPR has established BenQ as a thought leader within the graphics and visual industry.

Working almost exclusively on creating earned exposure, we drove targeted awareness of BenQ’s products across a diverse range of markets, from gamers to professional photographers. In addition, we helped BenQ to build strong, synergetic partnerships with key influencers; laying the foundations for future, successful collaborations.

160

press clippings and influencer mentions

50

reviews and influencer activations

30

media awards
“We have worked together with digitalPR since 2015 and have been satisfied with their counselling and with the results they are generating. Through one agency, we are covered in the entire Nordic region, and digitalPR’s technical knowhow and relations to the Nordic media and influencers have helped us push our key messages to relevant target demographics”
Bo Cramér
Country Manager, BenQ Nordic

How our services work

  • Nordic PR and thought leadership
  • Media training
  • Social media
  • Content marketing
  • Influencer marketing
  • Localization

Nordic PR and thought leadership

digitalPR is your brand’s gateway to the entire Nordic region. Through the execution of compelling and newsworthy PR and communications campaigns, we have proven success in propelling brands to the top of the news agenda. Our expert team of former, high-profile technology journalists have strong relationships with all the key B2B and consumer media, and specialize in crafting campaigns and thought-leadership stories that will grow your business.

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Media training

As soon as the camera is running or the Q&A session has begun, everything your spokesperson says is on the record. Our expert team of experienced journalists and media professionals will teach your brand’s media-facing employees to anticipate reporter behavior and confidently focus on their messaging. With our expert training and easy-to-follow checklist, digitalPR will ensure that your company is able to convey your brand’s vision, even during the most challenging interviews.

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Social media

Social media remains one of the most important channels for communicating your brand’s message and engaging with customers and fans. With proven success in organic and paid digital campaigns across everything from Facebook to LinkedIn, our marketing team can help your business grow and reach new audiences. With data-driven strategies, developed through years of experience, plus an intricate understanding of the nuances and best-practices for each social platform, we leave nothing to chance, so that you receive a measurable and impactful ROI.

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Content marketing

An effective content marketing strategy must be at the heart of any digital marketing initiative. However, in order to generate high-quality traffic and leads, your brand must produce compelling, insightful content that resonates with your target audience. digitalPR is uniquely placed to supply content campaigns that convert, thanks to our expert team of former technology journalists. We will write content that demands to be read, and drive inbound traffic and leads through effective use of lead-nurturing strategies.

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Influencer marketing

In a recent survey of 4000 marketing agencies, brands, and other industry professionals, 91% of respondents believed influencer marketing to be an effective form of marketing. Whether you need a one-off influencer activation or long-term partnerships with relevant, high-profile influencers in your business sector, digitalPR can ensure your brand is promoted by the right influencers, in the right way, and with measurable results.

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Localization

As self-confessed language nerds, we are writers, editors and expert translators at heart. We can localize even the most complicated product content, while maintaining technical accuracy and your brand’s unique tone of voice. This ensures that your key communications material can be enjoyed in all the Nordic languages.

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