Putting the rise of the cobots in context


STOP PRESS: In 2018, this campaign won a gold CIPR Midlands PRide award for the Best STEM campaign.robotics | automation PR | technology PR UK

Brief: Over 1.7m new industrial robots will be installed between 2017 and 2020. Collaborative robots (cobots), that work harmoniously alongside humans, account for 3% of this market, but will reach 34% by 2025.

The robotics industry is changing, and distributors must prepare. 

robotics | automation PR | technology PR UKTM Robotics distributes Toshiba Machine’s robots outside Asia. Toshiba Machine does not manufacturer cobots — but cannot ignore the changing market.


Objectives: 

 

  • Undertake a survey to produce a Global Robotics Report, achieving an above average 10% response-rate from distributors in at least 20 countries
  • Raise the media profile of TM Robotics, generating 66 trade press clippings between July 2017-June 2018 - one clipping per £100 media relations spend
  • Promote TM Robotics’ partnership with RARUK Automation, a cobot distributor, generating nine clippings about the partnership, between March-May 2018
  • Deliver sales leads from whitepaper downloads, using Google AdWords to deliver price-per-click below £1.32 industry average
  • Improve digital marketing, growing Twitter/LinkedIn followers by 500 and achieving e-mail open-rate above 18.1% industry average


Results: 

Engineering PR | robotics | technology PR agency

  • Responses collected from 22 countries (exceeding target) — including key markets UK, US, Russia, South Africa, Canada, France, Italy, Germany
  • 167 clippings: 31 print, 125 online (253% of target)
  • Seven pre-arranged journalist meetings held with TM Robotics managing director
  • Coverage highlights: The Times, The Manufacturer, Industrial Technology, Control Engineering Europe and US, Assembly Magazine, Automation World
  • 207,130 online coverage views across UK and US, according to CoverageBook
  • 121,612 twitter impressions, 4,95

 

Discover more case studies and award winning campaigns.

Our Clients
  • ABB
  • Finning UK
  • Sandvik Coromant