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Background
Quincus, established in Singapore in 2014, is a B2B SaaS platform that utilizes artificial intelligence to automate and optimize enterprise logistics operations. Within a decade, it achieved significant success in supply chain management, particularly with clients in Asia and the Middle East. As part of its expansion plans, the company officially announced its entry into Latin America, with the establishment of operations in Mexico and Colombia.
Challenge
While Quincus was well-known in Singapore, Indonesia, Malaysia, Vietnam, the United Arab Emirates, and the United States, its entry into Latin America, especially Mexico, required efforts to raise awareness and position the brand as a leading software platform optimizing multi-mile logistics processes.
Strategy
To support Quincus in entering the Mexican market, InfoSol implemented an optimized public relations strategy using an integrated approach (ESO model of PR – owned-earned-shared media). This aimed to raise brand awareness and positioning in its market niches, while maximizing reach and exposure to potential Quincus customers through various touchpoints where they consume content.
- Owned media: Blog posts, success stories, and other valuable content resources available on Quincus’s website became the cornerstone of the strategy. This content was used to create and adapt articles that could be shared with the media.
- Earned media: Creating and adapting SEO-optimized content upfront, including press releases, articles, and success stories, and disseminating it to niche transportation and logistics media, as well as B2B business and technology media, along with conducting interviews with media and journalists in these niches, was essential for building credibility, trust, and brand positioning and visibility.
- Shared media: To amplify brand visibility, generate buzz marketing, and drive eWOM, valuable content from Quincus’s website and earned media was shared through influencer marketing. Influencers with contextual credibility, reach, and salesmanship, specialized in business and transportation and logistics topics, were selected to build strong relationships that would help recommend the brand’s products.
- Thought leadership: Quincus’s PR strategy was complemented by a thought leadership strategy on LinkedIn for Katherina-Olivia Lacey, co-founder, and product director of Quincus. Her knowledge, talent, ideas, and passion for logistics technology, as well as her previous efforts to empower women in the supply chain industry, were leveraged to raise awareness, build trust and relationships within a broader market of prospects, partners, and investors, and to highlight and position her as an industry expert in Mexico and Latin America.
Results
The valuable content, primarily leveraged by the AI boom, was well received by niche media in IT, logistics and transportation, and business, where Quincus’s audience resides. This was crucial in driving brand awareness, visibility, and online discovery. The strategy as a whole helped establish a strong brand identity and foster a positive brand reputation.
helped generate brand awareness, visibility, and online discovery of Quincus, communicating its key differentiators and potential benefits for logistics businesses.
from digital media and journalists who shared Quincus’s content in earned media, helping maximize brand reach, visibility, and content influence.
through social media posts, exposing them to Quincus’s content, elevating brand awareness, boosting online impact, and expanding its presence in target markets.
(likes, shares, and comments) from social media content improved brand reputation, generated conversion opportunities, and increased loyalty.
generated conversion opportunities through targeted website traffic from referrals.
from earned media, crucial for enhancing brand visibility and authority in search engine rankings.
Thought leadership strategy results
obtained from posts published by Katherina-Olivia Lacey on Quincus’s owned and earned media content, and Pulse articles, indicating significant interest in the content shared by Lacey, building trust among the audience and positioning her as an authority in her field.
demonstrated audience engagement with the published content, helping strengthen the thought leadership position.
up from 57, demonstrating significant impact on the audience and building strong relationships that could lead to future sales opportunities.
potentially exposing users to published content, expanding Katherina-Olivia Lacey’s opportunities to influence the opinions and thoughts of her contacts and followers.
Note: The data corresponds to results obtained during a 12-month public relations and 10-month thought leadership campaign.
