Success Showcase Avocor Going Global with Impactful PR
Wildwood Plus worked with collaboration display brand Avocor to challenge the market, support its ambitious growth plans and establish Avocor as a globally recognised and respected brand.
Founded in Oregon in 2016, Avocor launched into the busy B2B Collaboration Display market with an exciting energy and a bold strategy to take its business global.
Avocor’s Vice President of Marketing connected with Wildwood Plus at ISE London in 2021, inviting us to pitch for their EMEA PR account. The company was looking for a well-connected B2B PR agency that had the agility to move quickly, be pro-active to ensure maximum visibility, and a great understanding of the market. After one meeting, Wildwood Plus was on board and the team got to work!
Boosting Presence Generating Results Achieving Impact
The challenge
With Avocor being a young company with a strong desire to grow quickly, we needed to build a strategy that would rapidly validate Avocor as a credible challenger brand in a crowded, well-established marketplace.
It was important that we understood the long-term strategic goals and what PR success looked like for Avocor so that we could be fully integrated into its exciting journey.
“I had known about Wildwood Plus for a while due to their strong reputation in the AV industry. When I got in touch, I was impressed with the team, and we brought them on board quickly. We needed a PR agency that could respond to changes fast. Wildwood took the time to understand us, attend training, and get to know our team. They now lead our PR campaigns globally and have become an extension of our team. I value their expertise and find them reliable, professional, and proactive.”
Natalie Harris-Briggs
VP of Marketing | Avocor
Getting started in EMEA
Avocor had little presence in EMEA at the time, so our initial approach was to maximise the key strengths of their brand and tell these stories within B2B media. As well as product PR activation, we focussed our efforts in three key areas:
Thought-Leadership
The expertise within the Avocor SLT team felt like hitting the PR jackpot, and we focussed on putting these trusted voices front and centre of the campaign, with insightful profiles and features, opinion pieces and expert commentary, to showcase Avocor as an authoritative, credible option.
Case Study Programme
The future of work became a super-hot topic following the pandemic as hybrid working increased. By showcasing projects that embraced new ways of working in a timely manner, our campaign positioned Avocor as an innovator and expert in the topic of hybrid work.
This programme has since extended to the education sector as our remit has grown.
Media Relations
Utilising stand-out B2B events for driving journalist engagement was essential for gaining traction with the media and securing opportunities to build Avocor’s reputation.
We secured high-level media meetings at ISE, UC Expo and other key events by offering compelling news hooks and credible spokespeople.
The Results
Following a successful EMEA campaign, that saw over 19 media and analyst appointments at ISE 2022, media coverage in B2B vertical and trade publications across multiple countries, and a series of stand-out thought-leadership articles, Avocor asked WW+ to extend the campaign to the USA and then to APAC regions.
Four years later, we have gone global with Avocor, working with them to publicise strategic partnerships with Google, Jabra, Logitech, Microsoft and more. We’ve supported the launch of Avocor in India, won awards across the world including ‘Communication & Collaboration Product of the Year’ at the prestigious InAVation Awards and, most recently, advised on strategic communications during Avocor’s acquisition by multi-billion-dollar corporation, AUO.
With a bold vision, determined leadership, and great marketing & PR, Avocor has gone from start-up to a global leader in less than ten years. For us, our agility to pivot quickly, skills in understanding the requirements of a rapidly growing business, and wide-reaching industry connections have been vital for driving the image and industry presence of Avocor.
Today’s it’s one of the most recognised display brands in the corporate AV sector.
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