Portfolio

Transcript

1. Gett Results: • Gett became known as a main competitor to Uber and Lyft in the US and other geographies Goals: • Create awareness of Gett, its B2C and B2B solutions globally • Position Gett strengths against competitors • Strengthen brand awareness among investors Strategy: • Clear differentiator • Regular ownable media events • Create pool of loyal media, deskside meetings • Provocate against bigger player, newsjacking Mechanics: • Find right media moments and make it huge • Use feature and new verticals launches • Creative marketing campaigns — provocate bigger competitor • Newsjacking
2. MSQRD Goals: • Establish MSQRD media presence and make in noticeable around multiple apps and features like FaceSwap, Snapchat and others • Drive downloads Strategy: • Reach out to massive media • Demonstrate traction to business and tech media increasing buzz and excitement Results: • Extremely high level of awareness • Dozens of publications in top-tier media overall, including: Mechanics: • Showcase success and growth • Utilize celebs' interest • Life story of young entrepreneurs • Use media events (Oscar and DiCaprio)
3. Ntechlab / FindFace Goals: • Create media presence of Ntechlab from scratch Strategy: • Secure publications and interview in top-tier media by utilizing the exciting use cases in Russia in combination with the privacy angle Results: • Dozens of publications in top-tier media overall, including: Mechanics: • Introductory pitch to the US and UK media • Life stories • Provocating reporters with other stories appear • Utilize Russian angle
4. Toptal Goals: • Attract new developers and companies to the platform • Differentiate Toptal from competitors like Upwork as a solution of higher quality Strategy: • Active newsjacking on relevant topics • Educational initiatives, focus on corporate social responsibility • Pool of loyal media Results: • Toptal is no longer ‘the biggest startup no one talks about’ (TechCrunch), massive publications in Tier-1 media Mechanics: • Introductory meetings • Roundups • Surveys and data sharing • Developers life stories • CSR
5. HotelTonight Target: • Launch HotelTonight in a new market • Encourage bookings growth Idea: • Develop pool of loyal media and influencers • Brand ambassdors • HotelTonight popular and cool among trendsetters • Reviews • Offline events Results: • HotelTonight is the most downloaded app after the launch, #1 in the AppStore • 3X growth of the userbase • Over 500 unique publications since end of April
6. Gett in Russia Target: • Shift consumer demand from amateur drivers to legal taxis • Promote product in lifestyle media and create love brand Idea: • Regular media presence • Big ownable media events • Use media events and trends • Speakers promotion Results: • Regular Tier 1 business, IT media presence • Over 1500 unique publications done August 2014 to October 2015 • Lifestyle media presence (new audience for the company)
7. Carprice Target: • Launch Carprice media presense • Develop relationships with General, Business and Automobile media • Position Carprice as an expert of the automobile industry • Attract more dealers to partnership Idea: • Regular news format • Strong company story and team PR • Play on trends (crisis) Results: • More than 1000 unique pieces of coverage • Carprice is considered as a trustworthy source of statistics on the used cars market • Spokespersons became well-known experts of the industry • CarPrice raised $42M of investments
8. Oco Target: • Build Oco media presence from scratch • Position the company against existing competitors • Drive sales • Attract retailer chains as sellers Idea: • Use comparison of Oco with the strongest market player illustrating its opportunities • Reviews by security, tech and parenting bloggers Results: • Publications in Tier-1 media outlets • Dozens of reviews by bloggers from multiple areas of interests • Oco cameras appeared in Target, BestBuy stores, Amazon and others