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element14

element14 is a leading high service electronics distribution company, offering thousands of products to electronic design engineers. Dev kits are a core offering, but multiple competitors have similar stock and pricing. element14 needed to set itself apart from the competition by demonstrating its ability to not only meet the early stage design requirements of electronic engineers, but support them through the full product cycle.

Our task from July 2014 to June 2015 was to position element14 as the authoritative leader in the market, ideally placed to support customers from the early stage design phrase right through to production.

Our Approach

We created a series of compelling content for a 12-month programme, designed to drive media outreach and engagement with engineers, and position element14 as a partner of choice for electronics engineers:

  • The History of the Dev Kit: A multi-lingual slideshare showcasing the influence of dev kits on the world of technology
  • Dev Kit Trumps: Our version of the popular Top Trumps game, with 28 cards comparing dev kits in the element14 range. We gave away 5,000 to journalists and visitors to electronica 2014
  • Dev Kit Trumps online game: A Trumps web app on the element14 Community, with direct links back to the dev kit range on the Design Center
  • Dev Kit Dilemmas: Our report, based on a global survey of design engineers, presented new insights into what engineers want from today’s dev kits and was available for download on the element14 Community
  • The DreamBoard: A digital crowdsourcing initiative challenging Community members to design and share their ultimate dev kit
  • Dev Kit Heroes: A Hangout with six prominent design engineers debating their favoured dev kits, hosted on the element14 Community and promoted socially

Wildfire created a powerful and compelling position of authority and leadership for element14 in early stage design. The engagement activities, content assets and media outreach differentiated element14 in the market and there is no doubt the PR campaign delivered on its objectives, driving interest from engineers, market awareness and, critically, product sales.

Ken Leitch
Global Head of Corporate Communications

The Results

206

pieces of coverage

43%

media share of voice for ‘early stage design’

3,360

Design Center visits directly from campaign assets and coverage

3,000+

DreamBoards designed and shared

1,829

Slideshare views

892

report downloads

818

Hangout views

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