Finnish company, Nokia, was one of the first to enter the mobile phone market, and few can forget iconic devices, such as the Nokia 6110 and the Nokia 8110 “banana phone” immortalized in the movie The Matrix. These days, HMD Global acts as the exclusive licensee of the Nokia-branded phones and tablets, and digitalPR was very excited to have the opportunity to represent this famous brand.
Strengthen consumer tech coverage and expand PR to the mainstream
The mobile phone market is extremely competitive, and despite the strong Nokia name, HMD Global needed a PR agency that could adapt their global PR strategy to Scandinavia and help drive success.
This required a two-pronged approach. First, HMD Global / Nokia were looking for expanded coverage and mindshare in core consumer technology and ‘gadget’ publications. However, in order to reignite the awareness and passion for Nokia not only as an iconic brand, but one that competes in a modern market, HMD Global required a greatly expanded PR presence in lifestyle and national publications too.
In short, the goal was to ensure that Nokia was once again seen as the go-to brand for mobile devices in Scandinavia.
Strategy
A highly granular PR strategy tailored to each country and to each type of media
As former technology journalists and reviewers with a deep knowledge of the competitive smartphone landscape in the Nordics, the digitalPR team was perfectly placed to undertake this task. We were we able to understand the unique selling points of the products, and crystalize the Nokia brand values of minimalistic, robust design, software longevity and security, and sustainability into stories that resonated with media in all sectors.
Our bespoke approach spanned lifestyle, national news and consumer technology media, and was sensitive to the unique needs and characteristics of the different markets and regions. Our comprehensive suite of duties included managing media relations, securing reviews and key influencers, bespoke press content and story pitches, press event management, and expert pan-Nordic localization.
Outcome
Campaign in numbers
Since digitalPR took charge of PR for HMD Global we have reached over 140 million potential customers in Scandinavia, and cemented Nokia’s position as a top brand in the mobile device marketplace.
140000000
media reach
476
press clippings
45
reviews
Outcome
Continuous awareness increase across the media landscape
The successful implementation of our strategy led to a dramatic increase in coverage and mindshare for Nokia in Scandinavia. Prior to digitalPR’s engagement, Nokia had achieved only extremely limited coverage during product launch phases, but we accelerated the cadence of coverage to several hundred press mentions annually in the Scandinavian countries. In 2021 alone, we placed more than one hundred stories in lifestyle, nationals, and local news.
“We started working with Kenneth and the team in 2020 and from the get-go the digitalPR team understood our underlining desire to re-position Nokia phones as a Finnish brand allowing us to create emotional connection across Scandinavia. They have helped us to share our key messages within our target audience and as HMD Marketing and PR lead I am proud to have digitalPR as our PR & Social partner in Scandinavia.”
Markus Kangas
Head of PR & Marketing, Nordics, HMD Global
How our services work
Nordic PR
Thought Leadership
Digital Marketing
Content Marketing
Influencer Marketing
Localization and Translation
Nordic PR
digitalPR is your brand’s gateway to the entire Nordic region. Through the execution of compelling and newsworthy PR and communications campaigns, we have proven success in propelling brands to the top of the news agenda. Our expert team of former, high-profile technology journalists have strong relationships with all the key B2B and consumer media, and specialize in crafting campaigns and thought-leadership stories that will grow your business.
Within every organization there are star people, whose knowledge and expertise are a cornerstone of your business success. With the right driving force, these people can become powerful advocates for your brand.And in the digital age, expertise and authenticity are major selling points that can drive sales just as much as advertising or other promotional campaigns, but only if done correctly.
Our job at digitalPR is to ensure that your star people are heard in the right media at the right time, and in the right context, so that they can shine a light on your business and its USPs.
We offer tailored digital marketing strategies across platforms from Google to TikTok, precisely aligning your goals with your target audience for optimal ROI.
Our expertise in the Nordic region allows us to customize strategies based on each country’s unique digital preferences. This sets us apart from agencies offering “one-size-fits-all” solutions.
An effective content marketing strategy must be at the heart of any digital marketing initiative. However, in order to generate high-quality traffic and leads, your brand must produce compelling, insightful content that resonates with your target audience. digitalPR is uniquely placed to supply content campaigns that convert, thanks to our expert team of former technology journalists. We will write content that demands to be read, and drive inbound traffic and leads through effective use of lead-nurturing strategies.
In a recent survey of 4000 marketing agencies, brands, and other industry professionals, 91% of respondents believed influencer marketing to be an effective form of marketing. Whether you need a one-off influencer activation or long-term partnerships with relevant, high-profile influencers in your business sector, digitalPR can ensure your brand is promoted by the right influencers, in the right way, and with measurable results.
As self-confessed language nerds, we are writers, editors and expert translators at heart. We can localize even the most complicated product content, while maintaining technical accuracy and your brand’s unique tone of voice. This ensures that your key communications material can be enjoyed in all the Nordic languages.
We know that telling a great story about your brand or product is the gateway to business success. And who better to create these stories than journalists themselves?
Digital Marketing
We offer tailored digital marketing strategies across platforms from Google to TikTok, precisely aligning your goals with your target audience for optimal ROI.
Our expertise in the Nordic region allows us to customize strategies based on each country’s unique digital preferences. This sets us apart from agencies offering “one-size-fits-all” solutions.
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