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
