THE BRIEF
Ateme is the leader of video delivery infrastructure and has been servicing the world’s greatest content and service providers with cutting-edge technology since 1991. Ateme has partnered with leaders such as Intel, Apple and Microsoft to create the best-in-class video delivery solutions. With strong growth ambitions, Ateme engaged Whiteoaks to help achieve this and further cement its position as a leader in its field through a traditional PR campaign. Having first begun working with Whiteoaks in 2015, commissioning a small project to help increase its profile, Ateme remained a fully-retained client until early 2022.
of coverage target achieved
pieces of gold tier coverage
increase in Twitter video views
THE APPROACH
Each campaign developed for Ateme consistently positioned the France-based company as an industry leader and expert by providing thought leadership to the media and offering access to Ateme’s key spokespeople with top-tier global media publications. Whiteoaks helped Ateme retain momentum in the media through the distribution of press releases and media alerts highlighting its most exciting news, from product launches and corporate updates to high-profile global customer-wins.
This strategy of maintaining a steady pipeline of media-worthy announcements put Ateme at the forefront of relevant news outlets globally across all its core markets (EMEA, NA, LATAM and APAC) and cemented its position as a recognisable expert and trusted brand within the industry. As the partnership evolved, Whiteoaks expanded its remit to provide Ateme with support at big-name international industry events, such as IBC and NAB. This then pivoted to supporting digital events such as webinars, particularly during the height of the Covid-19 pandemic when Ateme wanted to reassure customers of its presence and support.
Whiteoaks helped Ateme undertake its first industry research projects to gain a deeper understanding of issues facing its customers and the broadcast market to enhance its position as an expert voice and provide insight for both media and customer-facing collateral. From these activities, Whiteoaks generated high levels of media interest through the dissemination of a range of content, including news releases, whitepapers and thought leadership articles.
Following four-years of traditional PR work, the partnership between Whiteoaks and Ateme expanded yet again to encompass social media and creative consultancy, with the agency overseeing the content strategy across Ateme’s LinkedIn and Twitter channels. In a two-year period, Whiteoaks grew Ateme’s LinkedIn following by 35%, curating a campaign which centred on employee advocacy and showcasing Ateme’s customer success stories.
THE RESULTS
“We’ve enjoyed an excellent relationship with Whiteoaks during the six-year period we worked together. The team achieved great coverage in our target publications, boosting our brand awareness and building significant relationships with the media. In addition, we really saw the benefit of their expert social media consultancy, with an increase in followers, but more importantly, an increase in engagement with our audiences,” says Dorota Bouskela, Senior Marcoms Manager at Ateme.
During the six-year period, Whiteoaks helped Ateme to continue to grow its profile internationally by providing high-quality coverage in key broadcast media outlets. This solidified Ateme’s reputation as an industry-leader at the cutting edge of technology and at the forefront of innovation within the broadcast sector, with its thought leadership gaining praise from top tier industry influencers.
Standout figures include:
•Over 60 briefings with journalists facilitated by Whiteoaks in the six-year period, including at the NAB and IBC industry trade shows. This has grown awareness of the brand among key analysts and helped to develop pivotal media relationships.
•In one six-month campaign alone, Whiteoaks delivered 427 pieces of coverage across trade and vertical publications, exceeding the campaign target by 203%.
•In the same six-month campaign, Whiteoaks drove substantial uplifts on the brand’s LinkedIn channel, including an 47% increase in URL clicks compared to the six-months prior, and a 20% increase in engagements.
