Media Market Share
Positioning Power Digital Ahead of Its Competitors
Challenge
Power Digital has revolutionized growth marketing by developing innovative technology that analyzes businesses through first-party data and challenges traditional ways of planning, execution and measurement. A decade after its founding, the company was considered one of the industry’s best kept secrets.
Power Digital wanted to take the next step in establishing itself as the preeminent tech-enabled growth marketing solution. The team sought to increase awareness of its proprietary data analysis technology, which has ignited revenue and brand recognition for premier brands like P&G, Casper, UNIQLO, AirBnB, and Square.
As the only marketing firm with a fully-dedicated TikTok team, Power Digital particularly wanted to secure itself as the leading voice on the social media platform’s rapidly emerging place in the marketing world.
Action
The first step in establishing thought leadership is finding opportunities to join the conversation. N6A immediately built a monitoring dashboard to track media coverage of key marketing trends, particularly anything related to TikTok marketing. N6A worked with Power Digital’s internal experts to synthesize strong insights backed by empirical data, then pitched media members to secure interviews and commentary opportunities.
Given the firm’s expertise with TikTok’s internal metrics and campaign performance, media attention came quickly. In a space developing as consistently and rapidly as social media marketing, speed and flexibility was essential. Often facing short turnarounds, N6A stayed in close communication with the Power Digital team to vet and secure media opportunities in real time.
Outcome
In just the first three months of the engagement, N6A’s team secured over 20 pieces of earned media coverage on behalf of Power Digital. The company’s spokespeople contributed their expertise on TikTok marketing to premier publications like Insider, Digiday, Marketing Dive, Vogue Business, Modern Retail, Glossy, and MediaPost.
The surge in high-quality coverage skyrocketed Power Digital’s share of voice in the market from 10% to 37%, pushing the company above its top two competitors and establishing it in the top spot. This drove significant brand lift and, ultimately, revenue.
N6A’s work with Power Digital was nominated for a SABRE Award, recognizing it as one of the best business-to-business public relations campaigns of 2023.
Power Digital is now one of TikTok’s largest agency partners in the US, servicing more than 60 brands. The firm is widely recognized as a forward-looking and innovative growth marketing partner for brands seeking elevated marketing success.
