With consumer brands aware of many agencies, Zehner wanted to be known by those who seek out best-in-class creative + technology to delight online shoppers
Media Highlights
- Adweek
- Digiday
- MediaPost
- Modern Retail
Program Elements
- Media relations
- Content creation
- Thought leadership
- Brand messaging
Scenario
Within the Shopify ecosystem of vendors, Zehner was a known quantity. The trouble was the media didn’t know the creative digital agency, and consequently which agency was behind the ecommerce experiences of soaring brands like Haus Laboratories, Soylent, and Outerknown. The overarching problem was not enough brands and merchants knew of Zehner. There was both an awareness and sales pipeline issue.
Strategy
Develop and launch a thought leadership program
Deliver ongoing case studies to mainstream and trade reporters
Activate newsjacking (become a go-to source for reporters covering breaking news in ecommerce)
Mature company messaging
Results
Adweek named Zehner one of the fastest-growing agencies in the world due to my pitching and nomination activity.
Pitched and secured bylined articles for company executives to highlight their expertise (here) and build trust with Zehner’s prospective clients.
Company news and milestones were covered outside retail trade magazines and in publications that Zehner’s audience consumes including Campaign and MediaPost.
A Zehner executive became a reliable source for numerous reporters who reached out to gather expert commentary for stories (samples: here, here, here).
We landed the agency’s clients in meaningful publications (here) and on podcasts; PR became a value-add to Zehner’s clients.
An updated company description was disseminated on a large scale via reporter pitches and interviews.