Challenge

  • NAFEN is a new and unique Aluminum Oxide nano fiber with the potential to unlock innovation across a number of major industry sectors

Strategy

  • Focus on NAFEN’s competitive edge, providing outperformance at lower costs. As a new product with no previous brand track record, we developed a comprehensive media relations strategy to introduce NAFEN to the market and communicate the corporate position of its manufacturer ANF Technology
  • Targeted specialist nano publications and broader business sectors communicating the benefits of NAFEN as an additive (ceramics, paints, marine, aerospace et al).
  • Prepared FAQs, media training and media schedule to support press release flow and trade exhibitions

Result

  • Generated widespread coverage in key nano and target industry media
  • Secured major profiles and interviews with target media, working across various time zones
  • Established high quality media trail searchable on the internet to allow business prospects to learn more about NAFEN and support its sample sales pipeline