CHALLENGE: Lift an Industry Leader Far Above the AI Crowd
Renesas, a market leader in microcontrollers, has delivered successful artificial intelligence (AI) solutions for years. But the AI space is crowded, with broad confusion and skepticism among press and public. New companies grab for the spotlight, regardless of whether they offer real AI solutions or not. Renesas needed to stand out and stand on its proven success in AI.
Client
SERVICES
Content Creation
Design and Production
JOURNALISTS ATTENDED
TOP TIER Publications
SOCIAL MEDIA IMPRESSIONS
STRATEGY: stand up and stand out
Kiterocket created and facilitated a technology roundtable between Renesas and other industry leaders, to be attended by key trade and national business press. The event opened the doors of an emerging industry and stimulated a discussion about the true, tangible capabilities of AI technology.
Leveraging business relationships with high level Silicon Valley-based technology brands, Kiterocket assembled four C-level executives to participate on the interactive panel and secured a well-known and trusted AI industry analyst to moderate. Kiterocket timed the exclusive media roundtable to coincide with two electronics and semiconductor tradeshows in San Francisco. The event was topped off with a private reception to further relationship-building and nurture peer and press connections.
RESULTS: RENESAS RISING
It worked. The roundtable, supported by a multi-faceted campaign involving strategic content, website, social promotion, a two-day virtual customer event, and ongoing press announcements was a massive success with broad industry engagement.
Before the event, social media created the essential buzz with 29k social media impressions, a 20% engagement rate, and more than 5,354 clicks.
Twenty-seven journalists attended including 5 top-tier business reporters from The New York Times, Reuters, Bloomberg and VentureBeat. Renesas executives sat down for one-on-one interviews with The New York Times, Reuters, and Bloomberg, ensuring the company would become a source for future AI stories, and new editorial opportunities emerged. The exclusive networking reception led to new relationships and new awareness.