- Organization of a blog tour to Severstal's production facility in Cherepovets
Severstal, one of the Russian leaders in the metallurgical industry, approached the FRC communications agency with a request to conduct a blog tour to the Cherepovets Iron and Steel Works Plant. The agency had a variety of tasks.
Customer tasks:
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Increase awareness of new products.
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Showcase digital technologies that are used in all parts of modern metallurgical production.
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Promote steel as a modern and promising raw material.
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Promote new types of the company's products.
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Promote the HR brand.
The first challenge in working with influencers in B2B is finding relevant opinion leaders. Initially, the agency compiled an extended list of bloggers (about 70) on the company’s prioritized topics: construction, architecture, industry, mechanical engineering, popular science content, etc. As a result of the analysis, the list was reduced to 15 people who were invited to the blog tour.
The blog tour lasted three days. The organizers held a plant tour of the main production halls (the Cherepovchanka blast furnace, Stan-200, polymer coating and metal galvanizing halls), shared the intricacies of steel production, and showcased the digital quality control system "Sherlock".
Results:
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11 bloggers with a total audience of 3.5 million participated in the blog tour
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Almost 70 publications were published on bloggers' platforms with a total reach of over 1 million views in the first three months of a content placement
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The project received excellent indicators of a cost per view and cost per engagement in comparison with other PR and advertising tools
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The publication of one of the bloggers was the winner of the Ministry of Industry and Trade competition in the field of coverage the activities of the Russian production companies
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