A strong finish
Showcasing technical expertise in the coatings sector
Corbion needed to educate decorative paint formulators on the enhanced performance properties of its unique and highly purified lactide, PURALACT® B3. It also wanted to raise awareness of how its technical experts could help resin producers to successfully incorporate lactide-based alkyd resins into solvent borne systems.
The objective of the campaign was to position Corbion as a leading bio-based solutions partner for the coatings sector. PR would allow Corbion to showcase its understanding of industry trends and challenges, while also highlighting its technical know-how. With its in-depth knowledge of the sector media, BDB was able to plan a targeted campaign that focused on delivering high value content to the relevant audiences.
First, BDB carried out a media audit to identify relevant editorial opportunities and understand how Corbion was currently perceived by key trade journalists in both Europe and North America. BDB then wrote a series of in-depth technical features, following interviews with experts at Corbion.
Alongside content development, BDB proactively secured interview opportunities on market trends. BDB delivered media training and prepared comprehensive spokesperson briefings, to ensure that Corbion’s key messages were clearly communicated.
The activity ensured regular coverage on the performance and environmental benefits of lactide-modified resins in the coatings sector press. Corbion received positive customer feedback on the quality of the articles, serving to reinforce its credibility in the industry.