Making a name in advanced manufacturing


Based in Rutland, UK, Surface Generation provides advanced carbon fibre processing technologies that allow complex components to be produced more efficiently and with far greater precision than is possible using traditional processes.

It hired Roaring Mouse to help add weight to its claims of developing genuinely disruptive technology and convince the world’s major automotive, aerospace, oil, gas and consumer electronics manufacturers to consider using its radical alternative to the status quo.


Roaring Mouse developed and executed a flexible campaign highlighting endorsement of Surface Generation's technical achievements, industry adoption of its technologies and the business growth it made possible.

The campaign began by revealing the results of a trial at a major chemical company demonstrating Surface Generation’s technical superiority. 

Positive articles posted online by trade media journalists were shared with other influencers and through relevant industry forums on social media.

Further stories were published to coincide with major business milestones. These included:

  • Contract wins with research Universities and component manufacturers
  • Expansion in the UK and overseas
  • Further innovation extending Surface Generation’s production capabilities


  • Surface Generation’s campaign has positioned it positively with more than 3 million people through specialist trade media

  • Online and social activities have achieved 3,121 page impressions, 274 interactions and 101 clicks to view PR stories and content per £1k spent

  • It has established Surface Generation as a compelling alternative to traditional processes, attracted enquiries from several new customers and helped establish relationships with some of the world's biggest brands

  • It has delivered greater confidence amongst Surface Generation’s active investor shareholders and helped secure £3 million in new funding to accelerate its plans