Overview
Intelligent marketing platform Skai powers brand insights, decisions, and execution for faster, more predictable go to market outcomes. After supporting the acquisition of Signals Analytics and a rebrand from Kenshoo to Skai, 5W was tasked with shifting the industry perception from just a campaign management tool for advertisers and marketers, to an insight to activation platform that drives success across the full circle of go to market. But that wasn't all 5W needed to find a way to make the new company, Skai, visible and digestible for mainstream audiences. By executing a robust media strategy spanning both B2B and B2C media activities, as well as a speaking and awards program, 5W successfully repositioned Skai as a leader in the AdTech and MarTech space while showcasing the brand's new name, vision for the future, and promise to solve, for the challenges of today.
Strategy
5W set out to improve Skai's brand recognition among top-tier and trade media and establish Skai as a go to source in the retail, AdTech and MarTech verticals. Media outreach efforts focused on positioning executives as branding and advertising experts through proactive thought leadership outreach, support for partnership announcements, trend reaction, and the use of data bites from the Skai platform. Following the rebrand, 5W engaged Skai executives as storytellers and jumped on newsjacking moments focused on brand stunts, seasonal shopping moments, Amazon Prime Day, and Back-to-School to generate media attention and boost Skai's exposure.
Results
In the first few months following the rebrand, Skai's name was featured in major top-tier U.S. business and lifestyle outlets including Forbes, Business Insider, NASDAQ, Bustle, Vogue Business, and more.
Placements rose 20% in one year and included a mix of feature stories, byline articles, and key vertical coverage across trade outlets such as Adweek, Retail Brew, The Drum, Modern Retail, AiThority, and InsideBIGDATA. In addition, Skai was featured as one of Business Insider's Hottest AdTech Companies, won a Bronze medal for the Stevie Awards for Women in Business, was named a finalist for the Digiday Tech Awards, and made the UK Search Awards shortlist.
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