Client
Aspen Aerogels
Industry
Industrial
Tags
Brand Management, Performance Marketing
Strengthening Local Market Visibility through Integrated Digital PR, Media, and Lead Generation Campaigns
+300%
Brand Awareness
+150%
Search Visibility
+75%
Click-Through Rate
Introduction
Aspen Aerogels, a U.S.-based leader in advanced aerogel technology for energy infrastructure and sustainable construction, sought to strengthen its brand presence and lead generation in Korea’s competitive industrial market. Despite being globally recognised for its innovative thermal insulation solutions, the brand required a localised marketing framework to effectively communicate its technical value to Korean decision-makers and industrial buyers.
To address this need, Aspen Aerogels partnered with expand k to devise and implement a comprehensive digital and media programme integrating PR, targeted advertising, and B2B communications tailored to Korea’s industrial ecosystem. The goal was to build brand credibility, increase visibility, and drive qualified leads through locally relevant channels.
Challenges & Objectives
Korea’s industrial sector, though highly receptive to innovation, presents significant barriers to foreign technology brands due to its entrenched supplier relationships and the dominance of local engineering networks. For Aspen Aerogels, the challenge was twofold: to educate the market on the company’s proprietary aerogel technology and to establish trust within a professional audience driven by proven performance and regulatory confidence.
Those challenges were to be addressed through increasing brand awareness among technical buyers and engineers, driving traffic to Aspen Aerogels’ Korean digital touchpoints, and creating measurable engagement through local media and PR exposure. Ultimately, the goal was to position Aspen Aerogels as the preferred partner for high-performance thermal and acoustic insulation solutions in Korea’s industrial and construction landscape.
Activities
expand k devised and executed a multi-channel marketing programme combining digital PR, B2B media campaigns, and paid performance marketing. Key Korean industry media - such as Energy Daily, Industry News, and Boannews - were selected for targeted PR placements and banner activations designed to enhance visibility among stakeholders energy, petrochemical, and construction sectors.
Simultaneously, localised EDM campaigns were deployed to reach pre-qualified B2B audiences, featuring tailored messaging aligned with Aspen Aerogels’ technical strengths and ESG focus. All activities were supported by continuous campaign monitoring, creative optimisation, and performance reporting via Looker Studio, ensuring data transparency and strategic refinement throughout the engagement period.
Results
The collaboration between Aspen Aerogels and expand k successfully elevated the brand’s digital presence within Korea’s industrial sector. The integrated PR and media campaigns achieved broad coverage across leading trade publications, while the targeted EDM and advertising initiatives generated sustained engagement from key business audiences.
By aligning global messaging with local media ecosystems and professional communication standards, Aspen Aerogels strengthened its credibility and visibility as a trusted leader in high-performance insulation solutions - laying the foundation for continued growth and long-term market development in Korea.