Challenge
A category-defining product launch in a noisy market with a saturated buyer inbox.
Strategy
Built the campaign around a contrarian point of view - then orchestrated owned, earned, and paid channels to reinforce the same message.
Execution
- 01Anchor manifesto piece + executive byline placements
- 02Field event series in three target cities
- 03Paid social tuned to ICP firmographics with creative built per persona
- 04Sales enablement deck and outbound sequence built in lockstep
Quote
"It didn't feel like a campaign. It felt like a movement."
- Head of Sales
Results
$4.8M
sourced pipeline in 90 days
27%
meeting acceptance from cold outbound
1
category POV the market repeated back