Headquartered in the US, Certona is a provider of real-time omnichannel personalisation services. Despite working with household names and world famous brands, the company did not have a strong media profile in the UK and European market. Certona commissioned Babel to raise its profile with prospective customers, and to promote its credentials in AI and machine learning.
Babel devised a campaign focused on thought leadership to position Certona as an innovator in the field of e-commerce. The campaign content drew on Certona’s expert knowledge and opinion, original data and customer case studies. Tactics used included issues jumps, contributed articles and features, supported by a corporate news programme.
The campaign created a solid platform from which Certona could build long-term credibility and visibility in the UK market. Certona has gone from being a little known brand in the region, to a trusted source for media and acknowledged as a leader in e-commerce. Certona has achieved regular high-profile coverage across tier-one national titles and top tier trade publications. This has dramatically increased the company’s share of voice in the space and visibility with its target audience.