For Newark element14, the internet posed both a threat and an opportunity. Competition was heating up for the loyalty of the engineers who bought components from the Chicago-based distributor, and Newark understood that it needed fresh ideas to remain a leader in the industry.

13,500

Unique monthly visitors to ImAnEngineer.com

5 Million+

Impressions

2.6%

Increase in Moz Page Authority

Project recognition

Strategy

After conducting a thorough competitor analysis for Newark element14, we identified a huge opportunity for the brand to engage with makers, builders and engineers online. To connect with those audiences, we decided to make the inspiring stories of engineers the centerpiece of our digital strategy.

The website would be hosted on ImAnEngineer.com, and the website’s branding would encourage social sharing with the hashtag #ImAnEngineer. Through paid and organic social, search and media promotion, the #ImAnEngineer campaign elevated and expanded awareness of the Newark element14 brand while also increasing the domain authority of our client’s flagship site.

Execution

Our strategists developed in-depth personas for the audiences we wanted the #ImAnEngineer campaign to engage, inform and inspire. These audience types included professional engineers, students and influencers in the maker community.

With these personas in mind, we designed and developed the clean, engaging look and feel of ImAnEngineer.com. Over the one-year duration of the campaign, our content writers researched and wrote 155 magazine-quality articles, which were published at a cadence of three to five times per week. We also created five video profiles of ordinary engineers who are improving our world in extraordinary ways.

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Walker Sands social media and email marketing teams promoted the content to increase awareness and traffic, which helped attract an average of more than 13,000 people to the site each month. We were telling the underreported stories of the jaw-dropping work that engineers do every day, and Newark element14 was connecting with its target audiences and generating more brand awareness than ever.

Results

The campaign generated the following results: 

13,500

Unique monthly visitors to ImAnEngineer.com

5 Million+

Impressions

2.6%

Increase in Moz Page Authority

20k

Twitter shares

85k

Facebook shares

10k

LinkedIn shares

Through original content creation and multi-channel promotion, we helped Newark element14 grow its audience, reinforce its brand reputation, and inspire a larger audience to solve today's engineering problems.