Cognito Case Studies
Brief Build the profile of Algomi, a tech start-up in the bond trading space. Ensure that coverage tells the Algomi story to customers, and also investors. Close liaison on comms strategy with VC Lakestar Capital Solution • Build strong and dynamic relationships with trade and national press, including The Economist, IFR, Financial News and Financial Times • Source profiling opportunities with key titles • Develop news pipeline to support messages around growth and momentum • Identify key topics to comment on that are central to Algomi's business Results • Seen as the new way to trade corporate bonds • Interviews with Financial Times, NYT and CNBC • Coverage including IFR, Financial News, FTfm, Creditflux, Euromoney
www.cognitomedia.com
Brief: Position AMEX as a thought leader in the space. Based on key findings drawn from the industry research report, Cognito executed a multi-channel engagement plan directed towards Business Travelers and PA’s. The outputs of the campaign include a series of blogs, infographics, an animated video describing the offering, Q&A session with an academic expert, report and several interactive presentations on the Frequent Business Traveler for proprietary and industry events. The content was localized across the regions for individual use. Program elements included: • Content creation • Whitepaper design • Infographics • Event collateral • Interactive presentation
www.cognitomedia.com
3
Brief: Support the launch of Bloomberg App Portal, a platform to allow independent software developers create financial applications, and sell them via the Bloomberg terminal. This had to be done via a campaign of targeted media relations, and the setting up of a press conference to include financial and technology reporters. Solution and results: • Create in-depth media strategy document to outline the main plans and outreach. • Create targeted list of media to approach, including financial titles such as the Financial Times, the WSJ and the New York Times, but also technology publications including Information Age, Techworld (part of IDG), The Register, TechCrunch, Wired and Engadget. • Coordinate and run all the media activities around simultaneous press conferences in London and New York • Set up several 1-2-1 meetings onsite with key technology titles – Finextra & Banking Technology
www.cognitomedia.com
Brief: Position Innotribe at the forefront of innovation in financial services and bridges the gap between the SWIFT and startup communities across earned and owned channels, including social media Solution and Results: • Build media relationships with fintech press • Reach senior bankers and innovation heads • Build Innotribe’s credibility as a facilitator of innovation • Ongoing community management of @Innotribe and Innotribe showcase page • Launch and optimization of Innotribe showcase page • Increasing the social footprint of Innotribe by engaging in conversations in the “innovation community" • LinkedIn advertising , including creative campaigns and ad design • Live social support for events and conferences • Ongoing analytics and reporting
www.cognitomedia.com
5
Brief: Looking to boost the brand’s public profile, Money20/20 selected Cognito as the agency of record for the 2014 event to provide public relations support that included:
• • • • •
Developing top-tier broadcast and print media partnerships Attracting increased and higher profile press attendance Promoting Money20/20 news in advance of the event Corresponding with event participants to encourage on-site news announcements and briefings to optimize coverage Managing press room and other media activities on-site
Results: Money20/20 experienced an unprecedented amount of press interest that included both national and international broader business, broadcast, print, online and trade media attendance. This included both Bloomberg Television and CNBC broadcasting live from the event and over 125 reporters, producers and analysts onsite from the likes of Business Insider, Forbes, Re/code and The Economist, among others.
Cognito’s efforts have yielded an overwhelming and ever-growing amount of positive media coverage for Money20/20. www.cognitomedia.com
6
Brief: Launch the company, support a crowd-funding campaign, and drive awareness of its first-of-a-kind, high-tech motorcycle helmet, the AR-1 Solution and results: • Cognito-Tech/LMGPR Worked with SKULLY executive team to craft company positioning and messaging platform • Developed detailed launch communications plan across earned and owned media, using the Strategic Story Engine • Implemented launch media tour in U.S. and Europe with business, consumer and lifestyle media outlets • Created and managed product reviews program • Solicited and secured celebrity testimonials • Results included: 400+ articles globally, 200+ million impressions, 100,000 beta requests, $2.4 million in initial pre-orders and $12 million in funding
www.cognitomedia.com
Brief: Promote Startupbootcamp FinTech as a leading London accelerator and launch programme in Singapore Solution: • Raise profile of London programme ahead of Demo Day • Promote and launch Singapore accelerator • Leverage profile as part of global Startupbootcamp accelerator Results • Coverage in global technology publications including TechCrunch, WSJ, ITV News • 40 articles on Singapore launch including in e27, Channel News Asia, TODAY online, CNBC • Expert commentator on fintech scene in The Sunday Times FinServ Technology Report
www.cognitomedia.com
8
Cognito worked with Tip.ly to support the official product launch at the Money 20/20 conference in 2014. Messaging was developed to appeal to both the b2b and b2c marketplace, media training was conducted with the senior executives and a formal press campaign was built to promote the brand across the mobile payments and financial technology publications. Highlights include headlines in VentureBeat and MacWorld, as well as a live segment with Bloomberg Television. Branded collateral was developed to support the ground-level efforts as the executives introduced the Las Vegas service industry to this revolutionary mobile app.
Key Media Headlines Tip.ly lets you send a tip to someone just by snapping a picture of them – VentureBeat
New app lets you tip someone by taking a photo of them – Mobile Money Revolution
A Niche Tipping App Eyes a Big Market for Mobile Payments – PaymentsSource
Tip.ly App Lets you Tip with a Photograph – MobileMarketing
Tip.ly puts a new spin on mobile payments with facial recognition and reviews – Macworld
Tip.ly uses face recognition to let users leave tips with their phone – NFC World+
A New App Uses Facial Recognition and Location To Pay Tips – Digital Transactions www.cognitomedia.com
9
Building Reputation and Influence for a Global Technology Brand The Challenge To build market and brand influence fully aligned with business objectives, by advocating, cultivating and leveraging strategic and critical business relationships in support of new leadership opportunities. The Solution • Advocom Group has helped the client develop their global brand into a trusted resource and leader in multiple sectors by: • Fostering, Managing and Leveraging Relationships – Advocom Group researches and develops relationship maps; conducts outreach to broaden and deepen relationships with a variety of stakeholders; and manages key relationships with partners. Advocom Group leverages the client’s existing and potential partners, customers and relationship networks to advance the client’s business and broader industry goals. • Facilitating Capacity Building and Educational Networks – Advocom Group develops strategies and capabilities to educate potential customers about new technologies and builds global capacity for these product needs. • Enabling Thought Leadership to Support Corporate Brand – Advocom Group identifies and promotes new opportunities for executive thought leadership and visibility, aligning them with the client’s broad long-term needs and business programs. Results & Key Highlights • Developed a relationship networking map for one of the client’s business units, identifying the key stakeholders in industry, academia and regulators in the sector. As a result of this mapping exercise and relationship development, Advocom leveraged existing and new relationships to build a collaboration between the client, a major academic center and a regulatory body. • Supported client’s leadership within the world’s first public-private partnership supporting global capacity building for food safety. • Led and organized discussions for the client to leverage membership in a large trade association to help drive a global agenda for regulatory harmonization for a key business unit. www.cognitomedia.com
10