Leveraging awareness through tailored content and PR
After six months in the Spanish market, the mobile ad firm Adfonic (currently rebranded as Byyd) was having serious problems in gaining presence in their core target: advertising, marketing and mobility media. The content produced from the company headquarters was too technical for this segment, and no proactive local PR actions were being developed.
Our main objective was to position Adfonic as the ‘smarter’ player in the local mobile advertising market, therefore we needed to fill the gap between the company and the leading influencers in their target media segment. We identified key topics in the industry and worked on tailoring content to reach our target with the correct message. We developed new and fresh content and created speaking opportunities for the brand’s spokesperson
PR actions included the creation of local content relevant to Adfonic audiences in Spain; localizing central releases, bylines and reports that leveraged the most relevant trends and hot topics for the local market; proactively promoting interviews with spokespersons, participation at events and roundtables.
In only 3 months, LF Channel managed to achieve 98 clippings, 60% of them in tier one media. This included 7 interviews published in top media as Emprendedores, PuroMarketing and El Periódico de la Publicidad.