Who they are & what they wanted
Trojan Electronics, part of the Buy It Direct Group, is a specialist in reverse logistics, electronics refurbishment, and third-party logistics (3PL).
With a mission to give electronics a second life, Trojan enables more sustainable supply chains by reducing waste and extending product lifespan.
The business sought to raise its profile among electronics retailers, manufacturers, and FMCG brands, positioning itself as a leader in reverse logistics and circular supply chains to secure new service contracts.
Organisational Objectives
- Increase brand visibility in reverse logistics and refurbishment
- Attract new contracts from electronics retailers and FMCG brands
- Showcase Trojan’s commitment to sustainability and circular economy principles
- Strengthen Trojan’s market positioning within the Buy It Direct Group
Communications Objectives
- Build thought leadership through research and editorial content
- Highlight Trojan’s role in advancing circular supply chains
- Engage decision-makers across retail, electronics, and sustainability sectors
- Secure high-impact media coverage in relevant trade and vertical press
- Use insights to support lead generation and business development
We delivered a data-led thought leadership campaign that elevated Trojan’s voice in the reverse logistics conversation. At its core was proprietary consumer research, designed to spotlight the rising demand for refurbished electronics and the environmental urgency of circular supply chains.
We used this insight to build a compelling narrative — one that connected Trojan’s services to larger industry shifts around sustainability, carbon reduction, and responsible sourcing. This allowed Trojan to lead the conversation across multiple verticals, supported by high-value media coverage and targeted digital content.
Key tactics included:
- Commissioned consumer research on attitudes to refurbished electronics
- Developed a branded insights report linking data to Trojan’s core offer
- Secured coverage across logistics, sustainability, and retail media
- Repurposed research findings into LinkedIn content aimed at senior buyers and decision-makers
What We Did
Our campaign strategy positioned Trojan not just as a service provider, but as a sustainability partner for electronics and FMCG brands. Through smart use of original research and targeted PR, we created a consistent stream of messaging that resonated across trade media and social channels.
By aligning with broader ESG agendas and leveraging Trojan’s operational strengths, we delivered a content engine that drove both reputation and commercial results.
Our Campaign
We launched a research-driven thought leadership campaign to position Trojan Electronics at the forefront of the reverse logistics and circular supply chain conversation.
At the heart of the strategy was original consumer insight, highlighting a growing appetite for refurbished electronics, a powerful narrative that aligned Trojan’s operational expertise with broader industry sustainability goals.
By translating this data into compelling editorial and digital content, we elevated Trojan’s relevance across multiple sectors. The campaign created a clear link between Trojan’s services and the ESG priorities of retailers and manufacturers, helping to drive both awareness and commercial engagement.
All activity was designed to spark industry dialogue, attract key decision-makers, and build Trojan’s reputation as a trusted partner in circular supply chain innovation.
The results
The campaign delivered results aligned with our core objectives — raising Trojan’s profile, engaging key sectors, and supporting commercial growth. Media coverage, digital traction, and lead generation all pointed to a clear shift in brand visibility and positioning within the circular supply chain space.
Campaign results
- 42 pieces of media coverage secured across logistics, sustainability, and retail titles
- 38,322,000 total reach, significantly boosting Trojan’s industry visibility
- 12 high-quality backlinks, supporting SEO and lead generation
- Noticeable increase in inbound leads from target sectors, resulting in new service contracts for Trojan’s reverse logistics and repair offering
Final Thoughts
This campaign successfully positioned Trojan as a thought leader in reverse logistics and sustainable supply chains. By anchoring the message in real consumer insight, we created relevance across industries while supporting Trojan’s commercial goals, proving that circular economy leadership can be both purposeful and profitable.
