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Humanizing Advanced Materials Science

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25 Million Media Impressions
Articles Secured Icon
200 Articles Secured in First Year
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Earned SOV Increased by 5 Percentage Points
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Strong Message and Positioning Pull-Through

The Challenge:

  • Entegris, a multi-billion-dollar global semiconductor materials company, lacks awareness in business and technology media
  • Advanced materials science is a niche market with little buzz

Tier One’s Approach:

  • Humanize science by connecting the dots between Entegris’ solutions and disruptive, newsworthy applications like self-driving cars, AI and 5G
  • Tap the right mix of creativity with media and influencer relationships to build awareness of Entegris’ solutions as the “inside” of the “Intel inside”
  • Craft creative storylines for key business and technology publications that emphasize the specific roles science and materials play
  • Leverage the breadth of the executive team to tell both a business-growth and technology-disruption story

The Outcome:

  • Secured more than 200 articles in first year of engagement alone; earned share of voice increased by 5 percentage points over major competitors
  • Targeted earned media coverage in key business, technology, engineering and scientific trade publications with more than 25 million media impressions in 2019 so far
  • Strong messaging and positioning pull through emphasized the value of Entegris technology differentiators like superior contamination control as critical to semiconductor integrity

Additional Case Studies

Collibra | From Software Unknown to Unicorn

Thought leadership program that established the company as a recognized leader in data governance software. Collibra’s competitive share of voice skyrocketed, which effectively supported the company’s aggressive growth strategy.

 

Ally | The Mission Is in the Name

Earned media and content marketing programs that built brand awareness for Ally as a digital financial services leader. Challenged traditional banking narratives by promoting the brand’s distinctive non-bank voice to create genuine connections and engagement with customers.