Vindico is a US-based video adserver that handles 40% of all online video advertising in the US. In 2011 it decided to enter the UK market and Propeller was chosen to promote the launch.
The brief included creating a set of key messages, a tone of voice and PR noise for a business and spokesperson with no recognition in the UK market. Propeller Turned Up the Volume by securing coverage of the initial launch and follow-up stories including research around the effectiveness of Mid-roll video advertising (which included an infographic).
A major part of Adding Value was to build an intelligent and targeted thought leadership campaign to place Vindico as future facing business while also building James Grant, the UK Manger, as a leader in the industry. This included penned pieces on MediaTel and The Wall as well as securing Vinrdico’s own blog on the Media Week website.
To add an extra dimension to the campaign through Thinking Big Propeller sold the concept of a talking heads video including 4 top industry names and two Vindico spokespeople. Once seeded through social media and across industry websites the video succeeded in placing two unknown Vindico spokespeople on the same platform as luminaries such as Andrew Walmsley, Guy Phillipson and Hugo Drayton
