Visual IQ, by all measures, is the industry-leader in advanced marketing attribution, with a strong reputation and brand with analytical and technical audiences. However, the organization had more limited awareness with high-level marketing executives, who increasingly recognize the need for attribution and are often the key decision-maker for investments in these solutions.
Recognizing this trend and seeing market dynamics change, when two of its main competitors were acquired by Fortune 50 companies, Visual IQ decided to move aggressively on a brand campaign that highlighted its dominant solution position, and built brand awareness and engagement with senior marketing executives.
When initially engaged, Formative went to work on multiple fronts, launching an influencer relationship management program and a new brand campaign that highlighted the benefits for marketers in using Visual IQ products in terms of business outcomes and - in a light-hearted way - their own career progression.
This work exceeded all awareness, engagement and conversion targets, improving Visual IQ’s position in the market. Since then, Formative has worked with Visual IQ as its digital and creative AOR, designing and implementing multi-channel campaigns, redesigning and re-platforming visualiq.com, and providing measurement and analytics services.