Adform
The Brief
Adform is at the centre of the competitive Adtech space, offering an alternative to campaign management that is based on problematic third-party data. They asked us to help them take advantage of the shift away from third-party cookies and position Adform as the undisputed leader in this space - generating enquiry and demand.
The Insight
Babel saw a gap in the market - a lack of credible information and data on the topic of first-party identification - a chance for Adform to create a first-of-its-kind report and by taking it to market with a solid comms plan, position it as the leading authority on a ‘cookieless future.’
The Strategy
The cornerstone of this campaign: a first-of-its-kind independent report created by Babel and PWC, providing some much-needed data on first-party IDs. Babel led the global campaign to launch the report, including media outreach with global media and advertising titles, and media briefings at the Cannes Lions festival - followed by a global thought leadership campaign publicising and analysing the results of the study.
We also recommended and managed award entries for Adform’s solution, leveraging the clear results from the independent PWC report. Adform’s ID Fusion was shortlisted for Best Privacy Tech, Best Identity Tech, Best Marketing Tech awards, placing the business clearly at the cutting-edge of its industry.
The Impact
The campaign was a huge success and placed Adform firmly in the driving seat of the industry's ongoing first-party ID conversation. All the major advertising publications covered Adform and PWC’s report, showing how Adform’s ID Fusion solution helps marketers unlock value and scale with first-party IDs, reaching a targeted audience of over 3.3 million in the UK and globally. Adform was featured in several tier one publications including Adweek, The Drum and Digiday.
