Four Pees: Shaking Up the Traditional Product Launch with REACT
Image: TinekeDeVos
“The launch of Atomyx and the debut of REACT exceeded our expectations in terms of visibility, engagement, and industry response. KC Media’s strategic approach, combined with hands-on delivery, ensured that our message reached the right audiences and positioned Atomyx as a serious new force in print automation.”
– Tom Peire, CEO, Four Pees
As print automation software provider Four Pees prepared to launch its new Atomyx platform, the business knew it needed more than a standard product announcement. To make the right impact, the launch required a strategic communications programme that combined story, visibility, and momentum across the industry.
To meet this challenge, Four Pees partnered with KC Media to shape and deliver a communications strategy that embodied Atomyx and the significant evolution in how print businesses can automate workflows that the platform represents.
Rather than relying solely on traditional channels, the team created their own stage in the form of a new industry event, REACT, with KC Media on hand to position both the Atomyx launch and the REACT event as standout moments in the print software calendar.
Strategic Launch Planning and Messaging Development
KC Media began by working closely with the Four Pees leadership and product teams to understand the technological foundations of Atomyx and the problems it solves for print businesses. This included refining the core messaging, identifying the most compelling stories, and articulating the platform’s value in language that would resonate with both technical and commercial audiences.
A communications plan was then developed to build anticipation ahead of launch, focusing on:
A clear narrative around the need for Connected Automation
Positioning Atomyx as the next generation of modular, cloud-based print production software
Highlighting early use cases and customer benefits
Ensuring message consistency across press materials, partner communications, event content, and social channels
REACT: Creating a Platform for Industry Conversation
The decision to launch Atomyx at the inaugural REACT event offered a unique opportunity to unveil a platform and start a conversation at the same time. KC Media supported the Four Pees team in shaping REACT as a forum for knowledge sharing, featuring live demonstrations, seminars, and open discussion, including:
Targeted outreach to priority print and software media
Briefing journalists ahead of REACT
Managing on-site global press attendance, interviews, and content capture
Ensuring that coverage delivered both immediate launch visibility and long-term narrative value
Content, Coverage, and Industry Impact
During and after the event, KC Media delivered a proactive content strategy to maintain momentum. This included press releases, media pitching, onsite support, social media management, and supporting Four Pees with content that could be repurposed for ongoing communications and marketing.
The results speak for themselves:
60 pieces of global coverage across leading print, packaging, workflow and automation media
54,100 estimated views
A total audience reach of more than 1.17 million
Coverage spanned launch announcements, product deep dives, written and video interviews, and event write-ups, placing Atomyx firmly in front of both existing Four Pees customers and new audiences exploring workflow automation. The heightened visibility established Atomyx as a credible and exciting entrant into the print software market, and solidified REACT as a successful high-profile debut event.
A Foundation for Future Growth
The Atomyx launch and REACT event marked a pivotal moment for Four Pees, and KC Media’s strategic and hands-on approach ensured both initiatives landed with industry-wide impact. With strong messaging foundations, successful media engagement, and a well-received inaugural event, Four Pees now has a robust platform from which to continue building the Atomyx brand globally.
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