Challenge
The AI industry is projected to reach $169.41 billion by 2025. In this hyper-competitive landscape, early-stage companies that are pioneering AI technologies like Beyond Limits need effective marketing strategies to build brand awareness and drive customer acquisition. Outspending high-profile AI competitors like IBM was never an option for Beyond Limits, but smart utilization of media was. In 2019, they engaged Kiosk as their media partner for full-funnel media campaigns aimed at C-level decision makers and the subject matter experts who report to them.
Solution
By switching focus from traditional performance media tactics like search, social and display and driving more awareness with out-of-home (OOH) media we were able to demonstrate significant brand lift across digital platforms. Out-of-home media tactics included targeting commuters traveling to and from the Seattle airport as well as commuters going to the headquarters of companies like Microsoft, Boeing, and Amazon. In Houston, we focused on locations like the Energy Corridor District, where major energy companies cluster.
Results
Comparing the 36 days before and after launching OOH media – with no major change in media spend – we saw a significant lift in social traffic for Beyond Limits. Results were particularly strong in Seattle, where we drove a 2000% increase in Facebook clicks and close to 3000% increase in LinkedIn traffic. Other notable metrics include over 200% lift in organic search in Seattle. Metrics in Houston reflected similar trends in social. With more pre-existing awareness and a longer running performance campaign in place, brand lift was not as dramatic but we were able to drive almost 500% higher traffic on LinkedIn and over 300% on Facebook. These figures further confirmed the validity of our strategic choice to blending OOH and digital performance media for Beyond Limits.
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