Why B2B PR Doesn’t Have to Be Boring: Lessons from the Eddie Hall x InXpress Campaign

When you think of B2B PR, the first words that probably come to mind are serious, dry, and unexciting. But at Ranieri Agency, we believe it doesn’t have to be this way. B2B doesn’t mean you’re limited to bland press releases and corporate jargon. In fact, an engaging B2B PR strategy can make a huge difference in how your brand is perceived by your audience.

One of our recent campaigns—pairing former World’s Strongest Man Eddie Hall with logistics company InXpress—proves that B2B PR can be both effective and entertaining. Let’s dive into why B2B PR doesn’t have to be boring and how the Eddie Hall x InXpress partnership exemplifies this.

Personalities Matter, Even in B2B

Many assume B2B communications should focus solely on the product or service. But the truth is, every business decision is made by people, and people are drawn to stories they can relate to. That’s why using a strong personality like Eddie Hall—known for his strength, humor, and relatability—worked so well for InXpress.

By leveraging Eddie’s larger-than-life persona, we were able to create content that was not only informative but also highly engaging. His genuine enthusiasm for the brand and its services brought a human touch to what could have been a technical and dry campaign.

Storytelling Beyond Statistics

B2B companies often lean heavily on facts and figures to communicate their value, but that doesn’t mean you can’t weave a compelling narrative around them. The Eddie Hall x InXpress campaign did just that. Instead of simply stating how InXpress optimises logistics, we drove home key messaging around ‘going the extra mile’ through a playful and engaging creative.

Creative Content Makes an Impact

Who says B2B content has to be all whitepapers and webinars? Through our creative, we were able to communicate the company’s key messaging through the end-to-end delivery process. From Eddie taking the brief for the delivery of an important package, right through to the final safe delivery where he demonstrated the business does indeed go that extra mile for its customers.

This approach didn’t just make for more enjoyable content; it also reached a broader audience. Eddie’s fans who might not have been familiar with InXpress were introduced to the brand in a memorable way, bridging the gap between B2B and mainstream audiences.

Partnerships with a Purpose

The key to a successful B2B campaign is alignment. The Eddie Hall x InXpress partnership was more than just a celebrity endorsement. It was about finding common ground—both Eddie and InXpress value strength, reliability, and perseverance. This authentic connection made the campaign resonate deeply with both Eddie’s followers and InXpress’s business clientele.

When choosing a spokesperson or partner for a B2B campaign, it’s essential to find someone whose values and story align with your brand. Authenticity always wins over forced pairings.

Metrics That Matter

The Eddie Hall x InXpress campaign wasn’t just fun and games; it delivered results. By breaking out of the traditional B2B mould, we achieved higher engagement rates, increased brand awareness, and even drove new business inquiries.

This proves that an innovative approach to B2B PR doesn’t just entertain; it also drives business outcomes. By taking creative risks and focusing on storytelling, you can achieve tangible benefits while keeping your brand top of mind.

B2B PR doesn’t have to be boring, and the Eddie Hall x InXpress campaign is a prime example of how creativity, personality, and storytelling can breathe new life into what might otherwise be a staid and technical field. At Ranieri Agency, we’re passionate about helping B2B brands stand out and connect with their audiences in more meaningful ways.

So, the next time you’re planning a B2B campaign, remember: think outside the box, leverage strong personalities, and tell a story that resonates. B2B doesn’t have to mean boring—and we’re here to prove it.

Watch the InExpress x Eddie Hall video here.

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