From Builder to Urban Developer Through Thought Leadership
Customer:
YIT
NEED & SOLUTION
The goal was to strengthen YIT’s brand image as an innovative urban developer and to establish thought leadership in selected themes. The solution was a content strategy derived from the company’s business strategy and a systematic, content-driven thought leadership program.
IMPLEMENTATION
Vapa created a content strategy for YIT that harnessed the company’s own channels and experts as voices for key themes. Through strategic storytelling, experts were given a platform in both owned and earned media. This increased visibility, awareness, and opportunities for positive publicity, as media and event organizers tend to favor the most recognized experts in a given field.
RESULTS
- Established authority: Media and event organizers began proactively reaching out to YIT’s communications team regarding selected themes (collaboration duration: 4 years)
- Quarterly results examples: 1.1 million people reached via owned media content (Q1/2019), 1,075 media mentions (Q1/2019)
- More than 10 media mentions based directly on YIT’s own article content
- Thought leadership increased visibility and opportunities for positive publicity