Tackling Hot News Topics in the Media
C.H. Robinson, a long-standing market leader, needed to stand out in the media to better compete with new challenger brands.
Insight
C.H. Robinson solves logistics problems for companies around the world to keep goods moving across land, air and ocean. As vocal challenger brands came on the market, Padilla saw an opportunity to differentiate C.H. Robinson’s presence in media stories.
Idea
We took an aggressive approach to media pitching, mined C.H. Robinson’s business for strong stories, trained spokespeople to navigate tough topics and wrote fresh, timely content to secure placements in key publications.
Impact
By establishing C.H. Robinson as a bold thought leader in topical news stories, the company appeared in 77 articles that addressed hot-button issues like trade wars, severe weather events and other trending topics.
Results
31%
increase in coverage volume YOY
51%
increase in coverage quality YOY (key messages)
77
articles placed in top media (in one year)
Awards
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