Vivial is a trailblazing martech company that offers a full range of customer engagement tools
to help businesses enhance the way they connect with customers, build loyalty, manage content and track results.
How a combination of paid, earned, owned and social media helped rebrand
a 100-year-old company and position its new CEO and key executives as thought leaders.
After undergoing a major rebrand, Vivial worked with Approach to build awareness of the company as a martech (marketing technology) industry. Vivial also wanted to position its new CEO, Jim Continenza and several key executives as thought leaders in this rapidly growing technology sector.
Approach developed a 12-month strategy to elevate Vivial’s profile through a variety of paid, owned and earned strategies such as executive branding, national and trade media relations, community relations and social media. This included identifying guest column and expert interview opportunities, and working with company thought leaders to publish a regular cadence of original articles on LinkedIn. Approach also worked with the company to create a “Vivial Values” community relations program to help Vivial give back to education and military causes in a big way. The results of these programs were leveraged on social media to create even more exposure for the company.
As a result of these efforts, Vivial and Jim Continenza's social channels continue to experience exponential growth in all areas including, overall awareness, social followers, influence and daily engagement. The secret sauce for Vivial’s social media efforts has been a constant mix of daily industry research, multi channel monitoring, 24/7 fan engagement and share-worthy content. Vivial thought leaders were also featured in national media outlets including Business Insider, Forbes and Worldwide Business with Kathy Ireland as well as key martech industry and niche business outlets like StreetFight, All Business and SMB CEO.
ORGANIC + PAID SOCIAL ADVERTISING