Lilium

The challenge

As Lilium’s global PR agency, in May 2019 we were tasked with announcing a trio of stories across a week period – the launch of their new London software hub and 100s of new software roles, the reveal of their full-size prototype and successful flight testing and the announcement of their new highly talented CFO and Head of Communications. With competition rising in the eVTOL market, RA knew attracting the best talent and the front running position in the industry were key.

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The strategy

To reach a global audience including best-in-class talent, we knew it was critical to secure a majority share of voice for Lilium over its competitors. We created an ambitious campaign plan, conducting pre-briefings and interviews with the CEO and CCO of the business with more than 20 international tech publications, including TechCrunch, WIRED UK, WIRED US, Reuters, Bloomberg, and The Verge, prior to the strategically planned international embargo lifting.

On social media, we drummed up excitement and anticipation by sharing a curated selection of assets that culminated with the release of the never-before-seen flight video and continued to maintain interest by sharing relevant and iconic imagery and facts of the newly revealed Lilium Jet.

The results

For the trio of announcements, we secured over 45 pieces of coverage in top-tier outlets such as TechCrunch, WIRED UK, WIRED US, The Verge, Reuters and the Financial Times, amounting to a reach of more than 2 billion, thousands of job role enquiries, and international acclaim.

This campaign alone facilitated a 35 percent jump in share of voice for Lilium against its competitors, claiming the top position.

Across Lilium’s social media platforms, we reached 251 million people on social media and garnered 7,200 mentions from a number of notable names in the industry, including Elon Musk and Tony Robbins. We also drove significant organic community growth across all platforms with a 295% increase on Instagram, 26% increase on Twitter, 31% increase on Facebook and 47% increase on Linkedin.