Astound is a global digital commerce provider that works with retailers and brands to develop ecommerce and omnichannel strategies. Despite a considerable presence in the US, the company was hardly known in Europe. Astound approached Babel when it wanted to launch into the UK market, and needed to quickly build market presence and sales leads.
Focusing on core industry sectors, Babel worked with Astound to develop a content-driven campaign to support rapid media attention and market awareness. Incorporated within that content was a series of whitepapers developed with Astound partners, including WorldPay and Ingenico. Those whitepapers were at the centre of campaign, providing much needed content and thought leadership the Babel team could exploit alongside a highly active effort to seize breaking news opportunities.
Targeted outreach and ownership of key industry themes, including major retail events like Black Friday and the Christmas sales, led to blanket coverage across retail and marketing media, plus national hits including The Daily Express. The PR campaign generated more than 30 pieces of dedicated top tier coverage in the first few months, securing the company’s position in the UK market and giving Astound a springboard for launching into Europe. Several major customer deals have already been signed in the region.