Targets included:

90 clippings across relevant engineering, industry and power publications

10 full-page print features

Average LinkedIn engagement rate of 5%

10% increase in website traffic

60 website enquiries

The campaign was underpinned by firsthand insights and desk-based research, meaning the content would be credible, relevant and rooted in real world challenges.

Primary research included interviews with CPA’s internal specialists, including power quality experts and representatives from the respective lifts and cranes teams, to uncover recurring issues, emerging risks and specialist insight. These were complemented by interviews with CPA’s customers on project-specific challenges and solutions, letting the campaign move beyond theory and demonstrate practical outcomes.

This insight was reinforced with desk research, particularly around industry regulations and standards, including Engineering Recommendation G5/5. This ensured content addressed compliance pressures and positioned CPA as a trusted guide through a complex regulatory landscape.

The campaign was deliberately structured around the PESO model, with the content designed to be adaptable across paid, earned, shared and owned channels, maximising reach and reinforcing key messages.

The campaign addressed one key challenge: While power quality problems are often unseen, their impact on businesses is immediate, visible and costly.

This insight led to the creation of the campaign narrative: “Keeping Industry in Motion.”

Using this narrative, Stone Junction redefined CPA as a business-critical partner, supporting operational continuity across sectors ranging from paper mills and data centres to lifts, cranes and wastewater facilities. The narrative provided a flexible yet consistent message that could be communicated through editorial content, social media, advertising and owned channels.

Creativity was essential in making a complex topic accessible. Power quality is frequently perceived as dry or overly technical, so the campaign introduced relatable and culturally relevant creative executions to increase engagement while maintaining authority.

Seasonal infographics explored the impact of power quality on Santa’s workshop and haunted houses, while LinkedIn posts highlighted cultural moments such as Star Wars Day and Christmas, using film references to illustrate how reliable power quality solutions could have changed familiar storylines. Each execution was anchored in technical principles, ensuring credibility while improving memorability and shareability.

This creativity helped differentiate CP Automation in a crowded engineering landscape but also helped boost engagement and media interest.

The campaign was delivered through a fully integrated PESO framework, with each channel reinforcing the others.

Earned media activity focused on generating authoritative editorial coverage through expert commentary, technical explainers and case-led content in relevant trade publications. Media relations played a central role in establishing CPA as a go-to voice on power quality and harmonics.

Paid media supported this effort through advertising and sponsored placements, ensuring message frequency and extending the reach of priority narratives alongside earned coverage.

Shared media centred on LinkedIn, where a new LinkedIn newsletter was launched to deliver consistent thought leadership. Meanwhile, content ranged from in-depth technical posts, on topics such as EVs, to lighter, humorous pieces, all aligned to the core narrative. This was an example of how Stone Junction repurposed both earned and paid content into platform-native formats to further drive engagement and conversation.

Owned media provided the campaign’s foundation. Stone Junction wrote press articles, technical whitepapers and expert content before optimising these in line with SEO and GEO best practice and hosting them on CP Automation’s website. Meanwhile, social content consistently drove traffic back to owned assets, ensuring integration translated into measurable business value.

Performance was evaluated across the full communications funnel, with KPIs aligned to the campaign’s integrated PESO structure. This allowed Stone Junction and CP Automation to track how media visibility translated into shared engagement, how this activity drove traffic to owned channels and how website interaction converted into qualified enquiries.

Results significantly exceeded all objectives:

119 media clippings, 32% above target

14 full-page print features, surpassing target by 30%

9% average LinkedIn engagement rate, almost double the benchmark

Website performance showed a 48% increase in total users and a 37% increase in new users compared with the previous 12 months

136 website enquiries, more than double the original target. Many of these enquiries were for products costing tens of thousands of pounds

Crucially, the campaign delivered demonstrable commercial impact. CP Automation reported £7.5 million in revenue across its UK and France divisions during the campaign period, the core markets supported by the integrated communications programme. Drawing on internal reporting and sales feedback, the client estimates that approximately 10% of this revenue (around £750,000) was driven by Stone Junction’s PR and marketing activity, demonstrating how integrated communications supported both reputational and commercial objectives