• Mid-Stage
  • Technology
  • AI/Data
  • Cloud
  • X-Tech

Profitero: Utilizing Data to Drive Media Conversation and Brand Visibility

  • Technology
  • AI/Data
  • Cloud
  • X-Tech

Profitero: Utilizing Data to Drive Media Conversation and Brand Visibility

0

Pieces of Coverage

0M

Impressions
SOV Leader Around Prime Day
Introduction

Original Data for a Unique Story.

eCommerce performance analytics company Profitero had sales data from Amazon Prime Day in 2018 and wanted a way to leverage this data to get ahead of the retail holiday in 2019. They tasked PAN with finding a way to tell a story about the evolving behavior of consumers – including what and where retailers needed to pay attention this year – to drive the narrative in the media around this story.

This campaign highlights the impact that data can have on driving a narrative. We had the perfect blend of proprietary data paired with consumer insights. It was exciting to see the strategic vision become a reality and for Profitero to really own the conversation around such a big moment in time for retail!
Emily Holt, VP, Technology @ PAN Communications, headshot
Emily Holt
Vice President, Technology & General Manager, Orlando | Boston, MA
The Solution
Original Research

PAN and Profitero launched a custom survey that polled 2,000 consumers in both the US and UK to learn more about how consumers planned to shop on Prime Day in 2019, categories they were most excited about, and whether they used the manufactured holiday as an excuse to purchase something they already had their eye on.

Strategic Media Relations

The data was then pitched to the media almost four weeks ahead of the holiday, helping to share the way the media reported on Prime Day.

The Impact

Share-of-voice leader around Prime Day.

The strategy led to 35 pieces of coverage, 74 percent of which were either tier 1 or tier 2 publications. This coverage generated 751 million impressions and made Profitero the share-of-voice leader around Prime Day in 2019 with 61 percent of conversation in comparison to their top competitors. The generated coverage led to 4 organic influencer activations, including a podcast session, a contributed quote from an eMarketer analyst and inclusion in his report.

Next Project

NTT Data: Launching Empowered Work With a Data-First Approach to Media Relations