CASE STUDY: Driving Awareness of a Rebranded B2B Business

Provided by The Fourth Angel
Making Blackhawk Network the thought leaders on loyalty schemes .

What was the Challenge / Background of the Campaign?

Blackhawk Network (BHN) is a specialist in loyalty and reward schemes. From Tesco Clubcard, to BT's Reward Card, BHN is the intel inside and behind most retail and FMCG's loyalty programmes. Despite this, brand awareness and recognition was extremely low and the category undervalued within the marketing chain. The Fourth Angel was tasked with driving awareness and thought leadership within the national, vertical and horizontal B2B media.

What was the Campaign Objective?

Ultimately pump up the sales pipeline.

What was the Solution?

We put their media relations activity on steroids. From case studies to white papers, op eds to profiling, we achieved wide and deep coverage across all our key target media.

What were the Results?

Reach of over 385m, over 200 quality sales leads and 82 pieces of coverage across a variety of titles including Employee Benefits, BBC Radio Leeds, Bored Panda, HR Zone, the Daily Mirror, Retail Times and The Evening Standard.

What were the Key Learnings of this Campaign?

The client focus was always on customer loyalty, but the content and stories were in employee engagement. By working with the client to create the right story angles for the media, we were able to ensure we delivered a strong book of press cuttings that drove the right messages and ultimately led to sales.

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BudgetReach & FrequencyTarget AudienceMedia Used
Contact for detailsReach of over 385m, over 200 quality sales leads
All adultsFemale
Campaign LocationCampaign DurationMarketing ObjectiveCampaign Type
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