One of our clients is an advertising technology company operating in a burgeoning advertising personalization sector. While many companies claim to offer ad personalization, our client’s technology, breadth of Fortune 500 clients and management team really sets the company apart. However, garnering significant media attention during the pandemic was challenging as advertising reporters were focused on covering the dramatic impact of the coronavirus.
To help our client differentiate itself from its peers and showcase its market-strength during this time -- while taking into account the tone and context of the global pandemic -- KCSA developed a thought leadership campaign that consisted of the following tactics:
- Digital Event: KCSA brought together a key client from Anheuser-Busch, along with our client’s CEO and an industry pundit to talk about Creativity in a Time of Crisis.
- KCSA also worked with our client team to develop several high-value articles that were placed in key media outlets that spoke directly to key buyers of our client’s ad products including marketers, agencies and e-commerce professionals.
The campaign allowed our client to stay front-and-center during the pandemic while offering current and potential clients with news they could use:
- The webinar not only generated significant live attendance but was then repurposed through marketing efforts via social media and email campaigns, extending the “shelf-life of the event. Key insights from the event were then shared with relevant media to nurture existing relationships.
- Articles appeared in the likes of AdAge, ClickZ and Retail Touchpoints and were repurposed on social media.