Eluceda is an anti-counterfeit and detection technology business with offices in both the UK and US. Eluceda protects brands using a range of hardware, consumables and support services across three core sectors: product authentication, biological & chemical detection and in vitro diagnostics.
The company’s solutions are often confidential due to their crime-fighting nature. They are also relevant to a diverse and unconnected range of industries. Together, these factors pose a challenge to promoting the brand’s work.
As a growing business seeking brand awareness Eluceda approached Nielsen McAllister for support. The fruits of this partnership are most clearly explained by our success in promoting Eluceda’s new whisky authentication solution.
Throughout our campaign for Eluceda, we made full use of our extensive media knowledge and relationships to generate interest in the company across various media – including the drinks trade. This involved a campaign of press releases, securing extended articles and social media coverage.
We wrote and issued a number of press releases, positioning Eluceda as a growing company with exciting brand protection capabilities, issuing news from corporate funding successes to product news. For the whisky authentication launch we pitched the story to the alcoholic drinks press as an exciting example of how whisky brands can protect their products from counterfeiting.
We used our excellent media relationships to secure a number of feature articles expanding on counterfeiting as a threat to specific industries and the exciting technology behind Eluceda’s authentication solutions.
We helped start a regular content stream on Eluceda’s LinkedIn channel to help raise awareness of the company and to identify key areas where their solutions would be most in demand.
As part of the whisky authentication launch, we identified active and relevant hashtags in the alcoholic drinks industry and targeted these as part of the launch in order to generate the most exposure and engagement.
Over the course of 12 months, Eluceda’s follower count doubled on LinkedIn – many of these followers being from key markets for the company – and had a significant and sustained growth in monthly impressions.
We secured coverage in a number of publications, introducing Eluceda and their solutions to a diverse range of sectors. The launch of the whisky authentication solution is a strong example of what we achieved. It gained excellent coverage in the alcoholic spirits trade press, even getting translated by foreign language publications.
Coverage was secured in:
In the six months since the whisky authentication case study was issued, the solution’s landing page received referrals from both external news coverage and social media – with page views second only to the Eluceda homepage in terms of traffic.
This coverage led to a huge amount of enquiries from whisky distilleries to investment firms to even bar owners. These were truly global, with enquiries coming in from every continent and representing a huge variety of businesses.
As a growing business it’s essential that we build awareness of both our technologies and brand. Through a focus on quality content targeted at our key sectors, Nielsen McAllister has helped to raise our profile online and in the traditional media, and we are very happy with the results their campaigns have delivered to date.
Richard Burhouse, Commercial Director