Challenge
A major merger. A distinct brand. The TV analytics industry had long lagged behind the advances of digital entertainment and its analytical capabilities. But Kinetiq’s leadership saw an opportunity to merge two complementary businesses and unify paid, earned, and owned media solutions — to bring TV analytics into the digital age. With the merger finalized in 2019, Kinetiq needed to define its brand strategy and craft its brand story. The once-solo solutions were complex on their own. Combined, they presented a great opportunity but demanded strenuous strategic thinking. And that story needed to come to life via its web presence and awareness-driving public relations.
Solution
From the outset, Garfield Group dove deep into Kinetiq’s comprehensive solutions and industry landscape. The Garfield team interviewed dozens of key stakeholders — executives, solution-specific managers, and of course, clients. That intensive work helped Garfield define audience personas, map customer journeys, and shape Kinetiq’s core value proposition. And it all culminated in establishing the essence of the Kinetiq brand: Pushing the boundaries of TV intelligence. Garfield’s design team then accentuated that essence with a graceful, geometric, and progressive visual identity. The look and evolved messaging were the groundwork for all of Kinetiq’s marketing efforts — starting with a scalable website that showcases Kinetiq’s unique capabilities and drives B2B leads. As Garfield developed the site — in the heart of the 2020 presidential primary race — the team learned how Kinetiq’s chief data officer used the platform to collect and analyze TV data on the political campaigns. The PR team recognized an opportunity to leverage the analysis and capitalize on the news cycle to earn media attention. The team moved quickly to draft and send a media pitch to a targeted list of top-tier political reporters and editors.
Results
Brand Action A combined audience of nearly 10,000,000. Just days after Kinetiq’s new website launched, Garfield secured media coverage on two major news outlets. Deadline and Vox published articles referencing Kinetiq’s TV intelligence platform — reaching a combined audience of nearly 10,000,000. The digital marketing stars aligned perfectly, driving web traffic right as the new brand and website launched. “Working with teams across Garfield Group means Kinetiq delivers a seamless brand story that takes members of our audience from casual observers to engaged stakeholders. Though the agency offers a mix of expertise, the entire Garfield team shares a passion for storytelling and a knack for delivering quality work.” – Kevin Kohn, Kinetiq CEO
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