Powering a Brand.
Brand Building and Content Creation:
Powering a Brand.
At Not Just Design, we are passionate about creating campaigns that revitalise brands and make a lasting impression. Our work with Rolls-Royce on the #PowerOfTrent campaign was a response to a series of product failures that had led to negative press and a significant reputational challenge.
Challenge.
The Trent family of engines was facing a complex challenge that required creative ingenuity and strategic thinking. The brand was under intense media scrutiny, which had a detrimental effect on the company’s share price and trust within the civil aerospace market. This critical situation called for immediate action and a bold approach to rebuild the brand’s image and restore confidence.
Solution.
Our team was tasked with managing all aspects of the creative communications for the #PowerOfTrent campaign. This included everything from videography and photography to employee interviews, CGI animations, social media campaigns, website development, immersive technologies, exhibitions, events, advertising, and press events. Our goal was to create a compelling narrative that would counter the negative perceptions surrounding Rolls-Royce and effectively communicate the brand’s inherent value and strengths.
Transparency.
At Not Just Design, we tackle challenges with unwavering determination and a focus on comprehensive solutions. One of our most significant contributions was the creation and maintenance of the civil aerospace section of the Rolls-Royce website, which served as a beacon of transparency during the crisis. We also developed a micro-site that provided open and honest information about the issues faced by a limited number of products. Our approach was rooted in data-driven insights, which our team carefully collected and analysed to assess the campaign’s progress. This blend of creativity and analytical acumen resulted in content that exceeded all expectations.
With such high stakes on the table and the future of a FTSE 100 manufacturing giant’s future in the balance owning up to mistakes is not a route generally taken in such a safety concious industry. However, Rolls-Royce bucked that trend and decided that a strategy of openness and transparecy was the best course of action to mitigate serious brand and reputational damage. We created a page on Rolls-Royce.com, together with diagrams and illustrations, to explain to the world, in layman’s terminology, what exactly the problems were with the Trent 1000 engine. This approach ceased inaccurate speculation within the press and put the narrative firmly back in the engine manufacturers control. In support of this page explaining the issue, we also created numerous stories on Rolls-Royce.com which gave a journalistic narrative of how Rolls-Royce was fixing the issue, and the necessary steps it was taking to get the engine variant and the fleets of aircraft it powers back into service.
Campaign Launch.
However, Rolls-Royce bucked that trend and decided that a strategy of openness and transparency was the best course of action to mitigate serious brand and reputational damage. We created a page on Rolls-Royce.com, together with diagrams and illustrations, to explain to the world, in layman’s terminology, what exactly the problems were with the Trent 1000 engine. This approach ceased the speculative media rhetoric and enabled Rolls-Royce to take control of the global narrative which, in-turn steadied the spiralling stock.
Content Creation.
This openess and transparency was supported by regular and consistent messaging across all communication channels including airshows, social media, website, advertising, media events, customer facing facilities and internal channels too. We believe employees have the potential to be the most powerful brand ambassadors once they’re given a compelling narrative they can resonate with. Our in-depth knowledge of the aerospace market, audiences and products enabled us to create a vast and varied library of ever-green content to support the #PowerOfTrent narrative. By creating a mix of videos, cinemagraphs, photography, influencer engagement, infographics, motion graphics, CGI animations and subsequently analysing the effectiveness across each channel, we were able to craft compelling content that exceeded key performance metrics month-on-month.
Results.
The #PowerOfTrent campaign’s success was evident in the remarkable results it achieved. Key performance indicators showed significant improvements, including a 45% increase in website dwell times, a 30% increase in page views per session, a 60% increase in social media engagement, a 50% increase in positive sentiment, and a 30% decrease in negative sentiment. Customer surveys also revealed that 75% of respondents had higher levels of trust and confidence in our brand after the campaign. These measurable results played a crucial role in Rolls-Royce’s resurgence in the aerospace industry.
Social Media Engagement.
Our creative approach to social media content sparked a stunning increase in overall social media engagement. The captivating visuals, compelling narratives and interactive elements resonated with our audience, fostering more likes, shares, comments, and overall brand interaction.
Followers.
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Engagement Rate.
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Engagement Rate.
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Engagement Rate.
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Click Through Rate.
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Followers.
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Online Brand Sentiment.
Through an extensive sentiment analysis, we witnessed a remarkable 35% increase in online positive sentiment. Our campaign effectively shifted the media’s perception of Rolls-Royce, cultivating a more favourable view of the brand.
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Website Dwell Times.
Our captivating and informative content, led to a remarkable 45% increase in the average time visitors spent on our website. This engaging experience encouraged our audience to delve deeper into our offerings.
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These measurable results contributed to Rolls-Royce’s resurgence in the aerospace industry. The #PowerOfTrent campaign played a pivotal role in not only rebuilding the brand’s reputation but also reaffirming its position as a leading force in the aerospace market.
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