How a market research giant built a digital footprint, enhanced brand recall and became a thought leader in the Indian media
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.
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.
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.