Mitsubishi Motors Australia

From its media releases and social media activations to its launch events and vehicle fleet loaned to automotive media outlets, the company’s Product PR team ensures a constant stream of media coverage.

However, as global interest in the EV market began to explode, Mitsubishi’s Product PR team needed a more effective way to measure and showcase the impact of its media relations, social media, and digital efforts to highlight the company’s role in reducing emissions. Without it, the team lacked a full picture of the brand’s media coverage, audience, and other data that could show the effectiveness of its PR strategies.

The team implemented Meltwater to gain a more detailed view.

Meltwater Social Listening & Analytics and Media Intelligence

Mitsubishi’s PR teams use Meltwater’s media monitoring solution to track all of its media coverage and PR activities. Additionally, they use the Meltwater Newsletters feature to curate and automate a daily newsletter for key stakeholders within the wider business. It, along with monthly Professional Services presentations that report against the company’s key metrics like sentiment and share of voice, ensure that insights are shared across the organization.

When they need to dig deeper into a particular topic or trend, the PR teams can run as many keyword queries as they need to, analyzing the resulting data at a level of granularity they couldn’t before. “I can start with a wide-ranging keyword set but then drill down using filters to pull out the content I need, quickly and easily,” Davis says.“I appreciate this function because we can be as simple or as detailed as we like, pending time available.”

Powered by AWS Compute architecture, Meltwater solutions scale instantly to meet Mitsubishi’s media monitoring and reporting needs, helping both the corporate and product PR teams drive their strategies with robust data. That high performance and low latency enhances the overall user experience, while AWS advanced security features protect data and applications against potential threats. Additionally, AWS storage solutions provide a robust foundation for Meltwater solutions, ensuring data durability and availability.

Results and Benefits

“We required a platform capable of quickly providing meaningful metrics from our media and social media coverage to Mitsubishi’s management committee, demonstrating the value of public relations beyond assigning a dollar value,” says Adam Davis, Product Public Relations Manager at Mitsubishi Motors Australia. “Not only did Meltwater provide Mitsubishi with an improved communications platform to showcase our achievements, but the new platform also enhanced our reporting capabilities by offering more insightful data.”

With Meltwater, Mitsubishi Motors Australia now has a complete picture of the impact its PR efforts are having and can report on them with confidence. Plus, it is better equipped to stay ahead of market trends. Along with tracking its own metrics, the teams use the platform to benchmark their performance against key competitors, both at the brand and product model levels, allowing them to quickly identify wins, track market share over time, and analyze trends to direct their organic media efforts.