London-based office design and fit-out specialist, K2 Space, approached Browser Media in 2018 to help them create an industry report that could be used as a vehicle for generating links and increasing brand awareness.
Given the relatively short timeframe of this project, it was important to produce a piece of content that would produce both short-term wins and longer-term benefits. We were under no illusion that this would be a challenge in an already congested sector but knew that with a good enough story and a solid outreach strategy, it was achievable.
At the core of the campaign was a piece of research that explored how UK-based office workers feel about their workspaces. More specifically, we were looking to gain insight into how office design and decor affects workplace productivity, the most important elements of office design according to employees, and perceptions of meetings and meeting room design.
Using data collected from this research, commissioned with YouGov, we produced a 15 page report, which was made available for free download via the K2 Space website. This was bolstered with blog content and 3x press releases, each written to highlight a key theme – HR & recruitment, workplace productivity, and London-centric. These content assets were used for outreach collateral when promoting the research to relevant publications and news channels.
The research was received well online, gaining more than 35 pieces of coverage (and counting) on a number of high-profile sites including:
- Raconteur (featured within Future Workplaces 2019 section)
- HR & recruitment publications including HR News, Recruitment Times and Undercover Recruiter
- Facilities management publications including Facilities Management Journal, Facilitate (formerly FM World), and Qube Magazine
- Numerous other industry-specific sites covering SME, office design, and coworking sectors
20+ high quality links were gained as a result of this coverage and more than 550 social shares were recorded during the weeks following the campaign launch.
Crucially, as was the intention of this project, the report is still attracting links and mentions online, demonstrating its longer-term value to K2 Space.