AutoStore™ is a cube-based global warehouse automation and fulfilment solution provider based in Norway
Best Brand Initiative
As a global technology company that develops order-fulfilment solutions, AutoStore helps businesses achieve efficiency gains in their warehouses.
Their USP is a unique cube-based modular storage and retrieval system that utilizes state-of-the-art robotics technology and software modules to cut the cost, time, and space required for warehouse operations.
AutoStore had suffered from relatively low levels of awareness, familiarity, and consideration among its prospect audiences outside of Europe. Due to a lack of brand recognition, it was important for AutoStore to develop stronger proof points of business value to reassure and entice potential customers.
Our core aims were to:
- Raise brand awareness levels by 11%
- Increase brand familiarity by 8%
- Strengthen brand consideration level by 12%
RESULTS AT A GLANCE
63.2%
awareness uplift
44.4%
familiarity uplift
200%
consideration uplift
1,133 MQLs
and 567 SQLs with a 28% conversion rate
64
opportunities worth tens of $M in pipeline
4,053% ROI
based on pipeline sales
INSIGHTS & STRATEGY: HUMANIZING ROBOTICS
Our strategy was shaped by extensive research, including: a brand health tracking study to category buyers, leadership interviews, sales surveys, competitor benchmarking, and a market-trends analysis. Doing so revealed two key insights:
- 72% of category buyers wanted stronger proof of business value – revealing that endorsements from industry peers and well-known brands would strengthen their interest and consideration
- Leadership were concerned the brand felt too cold and robotic, and that it didn’t represent the incredible people who worked for them. They wanted to build a human connection with their future customers and talent
THE BIG IDEA: MAKING SPACE FOR INCREDIBLE
‘Making Space for Incredible’ is a creative platform that focuses on the human and business value of having more warehouse space. We knew peer-based advocacy was a key sticking point for growth. And when paired with the internal view that AutoStore was only known for its innovative robots, it was clear that a people-based approach to brand building would pay dividends.
The platform laid the foundations for AutoStore’s new, flexible brand purpose: ‘We make space for incredible’. We featured real-life customers, partners, and employees who had come together to transform their industry using AutoStore’s AS/RS space-making solution.
Best of all, unlike most tech-led campaigns from competitors, AutoStore’s people-led platform pulled double duty as a trust-builder AND a point of distinction within a highly competitive market – putting brand advocates at the heart of the campaign to strengthen credibility and trust.
EXECUTION: PUSH-PULL BRAND ACTIVATION
We brought ‘Making Space for Incredible’ to life through a fully integrated, multi-channel activation strategy built on:
- A brand storytelling film called ‘Meet the Space Makers’ produced by award-winning director, Cristine Berglund that featured real customers talking about the transformational impact AutoStore has on their business.
- A thought-leadership interview series featuring AutoStore customers, leaders, and employees discussing the trends, challenges, and priorities in the Warehouse and Order Fulfilment industry – highlighting how cube-storage AS/RS brings benefits competitors don’t.
- A Space Makers-themed digital content hub packed full of educational resources to help our audiences make the business case for cube-storage AS/RS investment. This included ‘state of the market’ research reports, blogs, and on-demand webinars.
- A 12-month multi-channel activation campaign across digital, OOH and physical channels, PR, and events.
Working with Transmission was a game-changer for our brand and marketing contribution to the business. The team truly understood our vision and brought it to life in a way that exceeded our expectations. “Space Makers” was not only visually stunning and distinctive but also resonated deeply with our prospect audience.
Gillian Dalslaaen,
Head of Brand and Content, AutoStore
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