Waking a giant

Outokumpu is the largest producer of stainless steel in Europe. The Finland-based company has facilities all over the world and differentiates itself by using alternative approaches to the traditionally environmentally damaging steel production process.

They reached out to us in 2019 because of our engineering PR and media relations expertise. Outokumpu wanted to re-establish itself as the world’s foremost expert in stainless steel. The team also wanted to raise awareness in a range of sectors, including construction, infrastructure, automotive and transportation.

The team set to work placing cutting-edge thought leadership articles in key trade and technical media to raise Outokumpu’s profile. We also worked to connect the company’s experts with key members of the media, ensuring that they could provide insights and comment on issues that affect the industry.

Our writers and B2B social media team also reworked the company’s case studies and social accounts to ensure that Outokumpu was getting the most from its digital channels and produced a series of whitepapers to broadcast their specialist knowledge.


  • Over 20 stories in key trade publications
  • Built relationships between key media and Outokumpu experts
  • Produced more than 40 case studies

“Our technical experts find it easy to work with Definition since your team understands our technology and you’re good at putting our thoughts into words. In terms of results, you’ve placed more than 20 thought leadership stories in key trade publications, have drafted 40 case studies and created content packages for four digital marketing campaigns.”

Susan Trast, Vice President of Global Marketing and Brand at Outokumpu

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