The challenge

GumGum are the original inventors of in-image advertising, contextualised ad placements that use sophisticated image recognition software to match the editorial images they appear beside.

Whilst the company has a strong presence in the US, it was virtually unknown in the UK, so they asked Simpatico PR to develop a long-term marketing and communications programme to raise its profile with key agency and brand-side decision makers and boost awareness of the opportunities image recognition offers to digital marketers.

The solution

We developed go-to-market messaging and a strategic thought-leadership programme designed to inspire positive perceptions of in-image advertising and encourage debate around the increasingly image-dominated nature of the internet. Our B2B PR agency approach promoted the opportunity for brands to use images online to create new ways of connecting with consumers, and a better understanding of their needs and interests.

Our content-creation programme and media placements have helped to position GumGum as the leading experts in their field and demonstrate the sophistication of GumGum’s image recognition tech over their competitors in the market.

The campaign also sought to highlight the various areas to which image recognition could be applied – from social listening to sports marketing – to help GumGum expand its business into new areas.

The results

We delivered consistent coverage for GumGum in tier one marketing and business trade titles.

For example, in one quarter we secured 15 media opps, including Campaign, Marketing Week, CNBC, Bloomberg and a panel spot for GumGum’s CEO at Advertising Week Europe.

Having exceeded our placed editorial KPIs for the year, GumGum has expanded the brief to include international business media to help grow its global corporate profile.

Ben Plomion, Chief Marketing Officer, GumGum

“Simpatico PR’s smart, content-led approach was exactly what we needed to launch our business in the UK and help us to grow our market presence. It’s been a pleasure working with them.”