If you want to own the solution, it helps to own the problem too.
When CMO, Connie O’Brien, asked Renegade to help differentiate Tungsten Network from other e-invoicing companies, we jumped at the opportunity.
Finding THE Brand Story
As with most of our clients, our engagement with Tungsten Network began with a “Storyfinder”. That’s our process for refining an existing story, or coming up with brand new narrative that exemplifies what the brand is really* about (*spoiler alert: it’s almost never a product’s features or attributes!)
After an extensive research campaign (including interviews with staff, executives, partners, and customers), we determined that there is an abundance of efficiency-killing friction between buyers and suppliers when it comes to issuing and paying invoices.
Recognizing that Tungsten Network’s e-invoicing platform removes the bulk of this friction for many of the world’s largest companies, we created a narrative structure that made “Friction” enemy number one in the procurement industry. Tungsten Network, itself, was positioned as a tool to reduce this friction, while its customers became the heroes of the story – the “Friction Fighters” who make their companies more profitable and efficient by reducing invoicing friction.
Tungsten’s Friction story was told across a wide variety of communications channels. The first-ever global study of P2P (Procure-to-pay) Friction, which Renegade orchestrated, established the Friction Index and generated 20+ feature stories in business and trade pubs.
FrictionFinder.com provided a diagnosis of the relative friction companies might have in their purchasing process AND offered up immediate suggestions on how to remove that friction. The Tungsten blog featured real-world stories of friction-filled situations and brand videos also created by Renegade, brought a touch of humor to the science of friction.
In its first six months, the Friction Campaign dramatically increased site traffic, video views, content engagement, press coverage, and, most importantly, lead flow.
The Friction study that Renegade conceived and executed for us in successive years generated tremendous press coverage and inbound leads.