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Market research is a critical forerunner to any new campaign – and when top-notch market research is coupled with strong brand recall, the research company gains a hero status. Our client, a global leader in market research data and media measurement sought to attain that status in the Indian market as the most credible source of data and measurement. Our PR collaboration with Relevance International helped them achieve that and more.

The Challenge

Our client wanted to build a new brand identity in India as a deliverer of solutions in measurement, audience outcomes and content services. While its studies were quoted widely and known as industry standard-bearers, its presence in India as a brand was limited to the other verticals it had. Frequently, the public confused its ‘Media’ wing with its ‘IQ’ wing, which the client was keen on changing. Moreover, there were several competitors in the data and research space to contend with, many of whom already had a significant share of voice in the Indian media. Coming out on top would require consistent and meticulous effort – luckily, we had a plan.

The Approach

We worked with Relevance International to develop a holistic PR approach to position our client’s Media brand as an independent entity. We used digital PR strategies to boost their SEO rankings, and increased their share of voice (SOV) through the periodic sharing of surveys, research and insights with the media. We also positioned their spokesperson as an industry thought leader – by regularly introducing them to senior media personnel, we enabled top of mind recall and ensured that the spokesperson was invited to share opinions on relevant topics across media channels.

The Impact

  • Increased visibility for the Media brand across Tier-1 media
  • Exclusive interactions with top business publications like The Economic Times
  • Press releases featured in Tier-1 outlets like Economic Times – BrandEquity, Financial Express – Brandwagon, Mint, Business Standard and The Times of India
  • Spokesperson successfully positioned as the face of the brand in India
  • Greater inflow of media queries for insights from the spokesperson

Note: We have not mentioned the client name due to confidentiality reasons. However if you would like to know more about the particular case study please feel free to contact us or write to us at info@starsquaredpr.com