Few brands in the technology sector present the communication complexity that TP-Link does: a single company managing two distinct consumer audiences — the everyday home user with Tapo, and the IT professional with Omada — while simultaneously competing in one of the most crowded categories in consumer electronics.
EDC accepted that challenge in 2018 and spent six years building TP-Link’s editorial authority across the Portuguese media landscape. The strategy was built around three content formats that work in different but complementary ways: product testing for credibility and reach, opinion articles for positioning and expertise, and interviews for brand leadership.
Every year, EDC coordinated an average of 20 press releases, 10 published opinion articles with TP-Link’s leadership, 2 executive interviews, and 4 product case studies — a consistent drumbeat of media presence that helped TP-Link become a trusted and well-recognised name in the Portuguese market.
What made this partnership distinctive was the ability to speak credibly to two very different audiences without losing coherence. The EDC team developed fluency in TP-Link’s technical portfolio and translated it into editorial content that resonated with both the tech enthusiast and the IT decision-maker — a skill that becomes more valuable the longer a partnership lasts.