MiAlgae
Using PR and social media to drive investment for an intrepid biotech scale-up
The Brief
MiAlgae uses biotechnology for good to produce a sustainable algae-based source of omega-3, ideal for aquaculture and pet feeds. Their unique process uses co-products from the whisky distillery process, supporting a circular economy.
MiAlgae approached Perceptive to build their profile and position them as a strong candidate for further high quality investment and an industry thought leader as they continued to scale. Jo Partridge, Operations Director, had previously worked with Perceptive at Industrial Biotechnology Innovation Centre (IBioIC) and had experience with Perceptive’s approach to helping clients achieve their commercial goals.
Our Approach
Developed and implemented a multi-channel communications strategy to tell the company’s story to support their desired goals. Activity focused on building an engaging narrative, showcasing MiAlgae as an attractive and innovative option for investors, funders, partners and customers.
An initial investment release sparked huge cross-sector interest. This was followed by a consistent drumbeat of activity through a targeted programme of media relations and thought leadership, raising the profiles of the founder and senior team. Content positioned MiAlgae as thought leaders on innovation, biotechnology and sustainability.
All messages were reinforced and amplified by highly engaging social media content in relevant channels for target audiences, using a tailored tone of voice to match the company culture. Perceptive also developed a range of visual assets to complement activity, for use across social and digital channels.
Assisting MiAlgae with wider communications and stakeholder relations support, including events, conferences and public affairs, engaging with local Government and MSPs to make introductions and arrange site visits.
Results (The First Year)
Media:
97 pieces of coverage with a reach of over 118m, covering a range of target business and investment titles, plus aquaculture and key scientific publications
100% positive tone of voice
84% featured client spokesperson
722 brand mentions
Supported Managing Director via a stakeholder messaging session
Commissioned and project managed 3x separate photoshoots
Social media:
LinkedIn audience grew by 154%, with total engagements increasing by more than 200%
Superb engagement rate of 54.1% on LinkedIn (18x market average)
Increased net followers on Instagram by 25% with total engagements increasing by almost 290%
Achieved 11% increase in net follower numbers on Twitter, with an engagement rate of 6.8% (136 x market average)
Outcomes & Impact
As a direct result of our targeted programme focused on investment, MD Douglas Martin was contacted by a number of potential investors and interested parties who were not previously known to the company. This opened up a range of additional future finance options to help MiAlgae scale further, both in the UK and internationally.
Following carefully developed and laser targeted thought leadership media coverage, Jo Partridge, Operations Director, was approached to join an academic board which focuses on developing skills in the biotech sector. She was also asked to chair a session focusing on how start-ups can scale up to commercialise.
After Perceptive drafted and issued a press release announcing the launch of MiAlgae’s first product, NaturAlgae in April 2023, MiAlgae received three international business enquiries from the USA and France.
Client Feedback
“Undoubtedly we are getting more funding and partnership opportunities as a direct result of our work with Perceptive. The support of the Perceptive team is crucial as MiAlgae continues to scale, using strategic communications to reach customers in aquaculture and pet food sectors.”
Dr Johann Partridge: Operations Director, MiAlgae
