Challenge
Since launching in 2020, Inevidesk has been taking on big tech players in the market – such as Citrix and Microsoft Azure – to address the significant barriers of cost and performance for virtual desktop infrastructure (VDI) technology. Inevidesk wanted to raise awareness of the business as a challenger in the market and demonstrate its deep expertise in the technology.
Approach
The Flywheelers worked to support Inevidesk’s next phase of growth as it focused on raising brand awareness and credibility for its disruptive solution, first within the architecture, engineering and construction (AEC) industry, and then within the channel as it expanded its sales strategy to become sector-agnostic.
At the beginning of the partnership, we supported in the creation of Inevidesk’s brand narrative to give the scaleup consistent messaging to underpin its internal and external communications across PR, marketing and sales. This included market and competitor analysis, 1:1 conversations with its key customers and workshopping with the co-founders. We developed Inevidesk’s Mission, Vision and Purpose, alongside an elevator pitch and persons-led messaging for business leaders and IT managers.
We then devised an integrated comms strategy to raise brand awareness for Inevidesk and its technology, with our retainer activity including:
- Media relations and thought leadership: Holding Point of View sessions to capture the co-founders’ insights on key trends in the market and anecdotal feedback from their customers. This informed our targeted, proactive byline and profile pitching to AEC, business and tech media, alongside news hijacking
- Owned blog content: Developing bitesize content around trends, events, and customer case studies for posting on LinkedIn and encouraging traffic back to the website
- Organic social: Creating bespoke posts and assets to build Inevidesk’s voice on LinkedIn around media coverage, Inevidesk’s blogs, industry events, news and more
- Awards programme: Targeting awards within the AEC industry and technology sector to achieve third-party endorsement of its business and VDI platform
Impact
Between March 2023 and June 2024, The Flywheelers secured 41 pieces of coverage for Inevidesk in key tech, channel and vertical media, a 36% increase against our coverage KPI. These included articles in AEC Magazine, TechRadar Pro, Maddyness, Startups Magazine, Comms Business and Channel Life.
The organic social programme has resulted in a 47% increase in LinkedIn followers between March 2023 and June 2024.
Additionally, Inevidesk has been recognised by several respected awards. This includes being shortlisted by the London Construction Awards, the National Building & Construction Awards, and the UK Business Tech Awards, and receiving ‘Highly Commended’ in the Most Innovative Contech Start-up category in the Building Innovation Awards.
