Challenge
Adtech and martech leader, Kenshoo, wanted to raise its profile among brand marketers and their agencies in the UK, France and Germany. It wanted a specialist technology PR agency with an excellent knowledge of the digital marketing sector and relevant media. The brief was to be proactive in developing PR opportunities to maximise corporate and US generated PR content, as well as coming up with in-country PR ideas for Kenshoo’s key European markets.
Approach
CloudNine PR worked with our partner agencies in Germany and France to co-ordinate a programme across the three territories. We acted as the central hub for developing and translating PR materials that were subsequently tailored for the individual countries. The key focus activities were:
- Tailored announcements to publicise Kenshoo’s data and studies about topical digital marketing issues
- News-jacking – generating opportunities for Kenshoo to provide media comment on breaking changes in the rapidly evolving adtech and martech sector
- Developing a flow of guest articles and blogs positioning Kenshoo as a thought leader on digital marketing topics
- An industry award programme to underline the excellence of Kenshoo’s platform and the campaign results it is delivering for agency partners and brands
Results
In the first 12 months, the PR effort generated nearly 300 pieces of media coverage across the UK, Germany and France. This included news coverage in the likes of Marketing Magazine, The Drum, Marketing Week, Kontakter, Adzine and Marketing Professionnel.fr.
Strong relationships were established with key media contacts including interviews arranged with Marketing Week, Internet Retailing, The Drum, Travolution and Ecommercmag.fr,
A regular stream of Kenshoo guest blogs, articles and comments were placed in relevant titles such as Econsultancy, Internet Retailing, Fourth Source, State of Search and Enterprise Marketing
Three awards wins or nominations were achieved in The UK Search Awards and Travel Marketing Awards