Movable Ink activates any data into real-time, personalized content in any customer touchpoint. More than 700 of the world’s most innovative brands rely on Movable Ink to accelerate their marketing performance. With more than 300 employees, the company is headquartered in New York City with operations throughout North America, Central America, Europe, Australia, and Japan.

 

Campaign Objective

Over a six year working relationship, there have been numerous public relations mountains to climb as Movable Ink grew from a small team with a big idea to the award-winning company it is today. This case study focuses on the unprecedented year of 2020 and working through the COVID-19 global pandemic. Despite the unique challenges faced by all, Movable Ink kept an unwavering focus on their clients and made several important adjustments to their platform in an effort to meet the rapidly changing needs of digital marketers. Indicate Media’s role involved staying focused on executing the PR campaign including:

  • Promotion of the platform and its ability to allow brand marketers to engage customers with personalized content in real-time
  • Amplification of the company’s Series C funding announcement
  • Promotion of Re(Think), the company’s 5th annual summit, which went virtual for the first time

Execution Strategy

Indicate Media’s strategic execution included:

  • Development of new tactics and Movable Ink messaging to align with the ‘new normal’ of life that businesses and their employees were facing
  • Focused media outreach around each initiative to all relevant journalists for Movable Ink’s funding announcement & (Re)Think Summit
  • Focused media outreach for stories that highlight the success of Movable Ink’s clients with innovative campaigns run during COVID-19, including the DNC as part of the 2020 Presidential Election

The Challenge

During this time in history, there were numerous challenges associated with most public relations campaigns. It was paramount to keep Movable Ink’s brand narrative out in the market (and support the virtual (Re)Think Summit) but not seem overly self-promotional or out of touch with the wants and needs of Movable Ink’s clients and end consumers.

The Results

In 2020, Indicate Media led several well-executed initiatives around Movable Ink’s various company initiatives. Our efforts resulted in an average of 7 media placements/month and over 75 pieces of news coverage, including conversations with and placements in the WSJ, Forbes, AdWeek, Campaign US, and several other high-profile media outlets.

2020 was a year unlike any other. Just as we had started to execute on plans for Q1, COVID forced us to reassess everything. While it would have been tempting to put all communications and media strategies on hold with such uncertainty, the business necessitated that we find a way to continue executing against key priorities such as a major product launch, a newly virtual conference, and a capital fundraise—all while adjusting to the chaotic newsflow around us.

In spite of these formidable challenges and priorities, The Indicate Media team never blinked on the execution, continued to be creative problem solvers and were the consummate partners that we had known them to be for more than six years. They are true professionals, dedicated to their craft and consistently deliver strategic thinking and tactical results.

Alison Lindland, Senior Vice President of Strategy, Movable Ink

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