Challenge
Global automation company UiPath wanted to build on its brand awareness, following a US listing, to become the number one market leader in robotic process automation across EMEA as well as in the US. It brought Brands2Life on with its partners in France (Fabriq), Germany (Adel & Link) and The Netherlands (En Serio) for a consistent approach to storytelling that is ambitious while in line with requirements for a NASDAQ-listed company.
Approach
The UK leads on developing key themes and topics that resonate in each region, sourcing input from each partner agency, creating the content for translating and localising in each region. The UK also acts as a single billing entity and coordinates the different partner agencies, while the EMEA Communications Lead at UiPath and local marketing contacts have direct contact to the agencies when required. Brands2Life also led on a campaign to further elevate UiPath’s brand, adapting the proposed execution to each region to take into account different requirements. Called The Mundane Brain, it has led to significant coverage across the region and also generated inbounds from journalists at The Economist and ensuing coverage.
Impact
Since starting work with UiPath in February 2022, UiPath’s Share of Voice has increased across the four key markets and local country leaders have built their profile in each region through dedicated thought leadership resulting in top tier results in local country national and business media, including the BBC, Computable, Les Echos, Wirtschaftwoche and more.
