Ansell Lighting: Accelerating market share and high-value project wins

Our high-impact, four-year campaign completely transformed Ansell’s media presence, ensuring the sales team could operate in markets already primed and aware of the brand’s products and services:

  • 700 pieces of media coverage secured (averaging 175 per year), guaranteeing continuous, high-volume brand visibility.

  • 189 deeply technical authored features published across 40 distinct publications, establishing Ansell as the undisputed industry authority.

  • 100%+ increase in visibility among high-value decision-makers, successfully reaching the facilities managers, architects, and specifiers who sign off on major projects.

  • A prestigious King’s Award for Enterprise in Innovation, alongside a consistent average of seven shortlists and two major industry wins every single year.

  • 19,000+ strong LinkedIn community created (audience more than doubled), delivering 42,000+ monthly organic impressions and a well-above-average 6.5% engagement rate.

The brief:

Ansell Lighting is a market leader in the design and manufacture of high-quality luminaires and innovative lighting solutions for the commercial, domestic, industrial, and architectural markets.

To support an aggressive growth strategy, Ansell was keen to raise its profile and cement its place as one of the leading lighting manufacturers in the UK. The company had not previously undertaken consistent PR activity, relying instead on commercial spend which was no longer effective or sustainable.

Our objectives:

  • Position the brand and its senior team as thought leaders, highlighting a proactive approach to tackling key industry topics.

  • Support the growth of the project/specification business and increase market share amongst electrical wholesalers and installers by boosting brand loyalty.

  • Showcase Ansell’s products and services, focusing heavily on testing, quality, and reliability.

  • Support the strategic growth and engagement of its LinkedIn audience.

Our approach:

Thought leadership: Working hand-in-hand with industry editors, we identified pressing market challenges to build compelling themes centred on smart lighting, energy efficiency, and installation best practice.

Vertical sector media relations:  Working closely with Ansell’s commercial team to define key targets for each quarter, we tailored our core themes into sector-specific insights. This directly targeted key decision-makers across the healthcare, education, industrial, retail, hospitality, and commercial sectors.

Awards roadmap: We developed an awards strategy that looked far beyond standard product entries, instead spotlighting Ansell’s project delivery, customer service, innovation, and manufacturing prowess.

LinkedIn transformation: We overhauled Ansell’s LinkedIn strategy to prioritise substance over volume. By scaling back repetitive product pitches, we drove higher engagement through real-world case studies, dynamic installation videos, human-interest features, and dedicated contractor support content.

The impact:

We delivered consistent, high-impact visibility that kept Ansell top-of-mind for key B2B decision-makers precisely when they were ready to buy. By blending technical thought leadership with tier-one media dominance, community-driven social engagement, and consecutive major award wins, we helped Ansell increase market share and secure lucrative project wins.