The National Physical Laboratory (NPL) was founded in 1900 and is one of the oldest standardising laboratories in the world. Some of the world’s most significant innovations have origins at NPL, including radar, packet switching (the forbearer to the internet) and the caesium atomic clock.
Fast forward to the 21st century and a new service, NPLTime® is launched, offering the financial sector a certified precise time signal that supports the accurate and compliant time stamping required by the FCA. However NPL faced two significant challenges; a lack of brand awareness within the financial sector and a complex product that solved an important problem their audience didn’t even know they had.
In order to quickly build brand awareness and clearly communicate the benefits of NPLTime® we focused on creating a following through compelling paid and organic campaigns on LinkedIn, that would drive traffic to a bespoke microsite through meaningful and relevant content, in order to drive inquiries and generate leads.
Through social media we were able to develop strong awareness of NPL within the Financial Services and establish trust and credibility in the industry. Using LinkedIn’s ability to create highly targeted audiences, were able to reach key prospects and build engagement with them directly through the promotion of beautifully designed infographics, brochures and factsheets.
As a result of our activity both followers on LinkedIn and traffic to the microsite is increasing week-on-week as the reach of both NPL and NPLTime® continues to grow within the financial services.