VideoEgg: Staking a Leadership Position
Situation
- VideoEgg lost amid competitors in high noise of video advertising world
- Media confused by VideoEgg's morphing business model
- Strong executive team and insightful CMO on hand, yet low management visibility
Strategy
- Elevate VideoEgg's profile through revamped and on-target messaging, and proactive and provocative thought leadership
- Establish best practices around online advertising to secure in-depth coverage
- De-position competition; reinforce company as a pioneer through public claims and challenges
- Reach media audience directly to build relationships and shift opinions
Tactics
- Execute aggressive technology, advertising and business media outreach with timely and thought-provoking commentary on "hot" topics
- Create VideoEgg-centric content for contributed articles and Q&A-style coverage in industry trade publications
- Drive media interest and participation in a series of VideoEgg-branded events
- Place VideoEgg executives as evangelists and industry visionaries at high-visibility events
Results
- In first eight months, secured 48 interviews, featured in 85 articles and mentioned in an additional 141 stories in publications such as Wall Street Journal, Fortune, Forbes, AdWeek, New York Times, BusinessWeek, AdAge, MediaPost and TechCrunch
- Overwhelming strong introduction of unprecedented cost-per-engagement model, AdFrames, which resulted in widespread and resoundingly positive coverage
- Inclusion of VideoEgg alongside industry giants in news stories
- Participation from New York Times, GigaOM/NewTeeVee, Wall Street Journal, AdWeek and others at VideoEgg-hosted events led to impassioned discussion and follow-up interest in feature stories
- Executives now recognized as industry experts and tapped for insight on current trends and competitive/industry news, including a routine AdAge blogging column for company CMO
