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Case Study: Bureau Veritas

A strategic partnership

Classification society, Bureau Veritas, is at the forefront of the energy transition, working with shipowners, shipyards, equipment providers and manufacturers to develop clean energy solutions for the marine industry. Using TradeWinds’ trusted channels, Bureau Veritas wanted to share its voice, inform and drive further the decarbonisation conversation with shipping’s key stakeholders.

The challenge

Bureau Veritas is getting ready for the future of the e-fuel landscape by developing a suite of green services for shipping’s industry players who are looking at using zero carbon fuels – synthetic LNG, ammonia and hydrogen, which when produced, are sustainable and meet IMO targets for decarbonisation.

Bureau Veritas also wanted to help customers address safety and reliability issues on rules for vessel operations of wind-assisted propulsion – another form of renewable energy used when sailing.

Marketing objectives

Using thought leadership, Bureau Veritas, partnered up with TradeWinds, and using it’s highly-targeted audience, helped educate and develop a clearer understanding of classification rules to be ready for the future of fuels.

Our Solution

Bureau Veritas expert, Martial Claudepierre, Global Technology Leader Sustainable Shipping, wrote a sponsored content article highlighting the advantages and challenges that shipowners face when using these alternative zero fuels.  The native article, published on the TradeWinds news site, also included an infographic, highlighting the challenges in an easy to understand visual, as well as a clear ‘call to action’ connecting the reader to Martial Claudepierre’s LinkedIn profile.

The sponsored content article ensured full visibility and sessions across TradeWind’s digital platforms, highlighting our resources and knowledge of C-suite level executives and decision makers can help optimise marketing spend and deliver a strong rate on investment.

Our Solution

Content

Premium fixed position

Placement of the campaign on the TradeWinds news site, specially reserved for content marketing alongside editorial content.

News article placement

The campaign appeared at the bottom of every news article for increased visibility.

Content marketing section

Content is archived in a dedicated section of our website and continues to see traffic after the live campaign has expired.

Daily newsletter

The campaign appeared as digital ad – sharing space with top news headlines.

Social media postings

Content was shared via TradeWinds’ social media channels for further reach.

Print campaign

Insertion of an ad in a premium position in TW+ magazine for further brand support.

Digital banner

A parallax ad position on the news site offered big impact.

Results

Bureau Veritas’ sponsored content campaign showed high engagement with the article reaching over 3 mins reading time (average is 2mins) and with a high read completion rate of 37% (average is 25%).

 

“Sponsored content is a proven additional method to get your message across to your target audience – and TradeWinds is the ideal platform to deliver it.”

Nick Brown, Global Brand & Communications Director, Marine & Offshore, Bureau Veritas

 

376,639

Impressions

464

Page views

03:50

Ave. time on page

47%

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