Insight driven thought leadership for competitive advantage
DS Smith is a leading European provider of packaging, with 26,000 employees across 36 countries in Europe, and revenues in excess of £4bn.
Having worked with DS Smith’s UK packaging division for five years, in 2016 Speed started working with the company’s European packaging operation, which has 196 manufacturing sites in 30 countries across the continent. The focus – to help the central marketing team to develop a European comms strategy which would help to position DS Smith as a clear, consistent voice in the industry and across key sectors.
Speed deployed a Hub and Spoke content strategy focused on the central creation of compelling and insightful thought leadership. A multi-channel programme spanning written articles, graphics, case studies, social media posts, news releases and video, the content was translated and issued in different markets (the spokes) from the proactive central content team (the hub).
In six months, media coverage has increased by an average of 30% across DS Smith’s tier one European markets with an uplift in consistency, visuals and messaging. Page views of thought leadership content have increased by an average of 260% and dwell time per article has increased by 105% on DS Smith’s own website which is a key lead generation platform. DS Smith’s share of voice stood at 56% across the tier one trade titles in comparison to its closest competitor.