Weeks of interviews resulted in a huge bank of potential stories. This included applications of motors in hybrid-electric cargo ships, waste-to-energy facilities, test rigs for wind turbines and more. Uncovering these universally interesting stories was crucial for our success.

All case studies would mention the upcoming regulatory changes, at least briefly. To ensure WEG was positioned as an expert in motor regulations, we also created an informative article solely to communicate the new rules, Motor legislation 2023: What happens next? with an accompanying infographic.

While trade journalists were certainly interested in case studies, there was a challenge. Many trade magazines in Europe will only publish exclusive content, meaning scope for coverage was limited. We made the following plan:

Earmark stories with less detail for mass distribution, giving us shorter pieces to share with wider contacts to generate higher volumes of coverage

Pitch long form content to the highest value publications first

Translate each story into seven languages, and offer language exclusivity

Use AI tools to produce exclusive rewrites of the same story, allowing us to generate more coverage in the same language, without eating into WEG’s retainer

AI was only used if the exclusivity request was for SEO purposes and the journalist agreed on exclusivity of content, not story

Convert the case study into a visual asset, using the interview, onsite photographs and video, plus stock footage, to create a 1-2 minute long asset for social media

Video became a crucial part of this project. To ensure visual alignment with WEG’s global marketing campaign, Stone Junction attended a branding training session in Germany with the WEG corporate marketing team from their HQ in Brazil.