{"id":17279,"date":"2020-12-14T14:34:26","date_gmt":"2020-12-14T14:34:26","guid":{"rendered":"https:\/\/pancom.wpenginepowered.com\/?post_type=case_study&#038;p=17279"},"modified":"2024-05-14T14:10:56","modified_gmt":"2024-05-14T19:10:56","slug":"smartly","status":"publish","type":"case_study","link":"https:\/\/www.pancommunications.com\/work\/case-studies\/smartly\/","title":{"rendered":"Driving proactive thought leadership to a targeted audience"},"content":{"rendered":"<div class=\"gb-container gb-container-42fddb2f o-standard-wrapper alignfull\">\n<div class=\"gb-container gb-container-7ae99a35\">\n<div class=\"gb-grid-wrapper gb-grid-wrapper-4250da91\">\n<div class=\"gb-grid-column gb-grid-column-cbcf65f7\"><div class=\"gb-container gb-container-cbcf65f7\">\n\n<h2 class=\"gb-headline gb-headline-3e14d1c8 gb-headline-text is-style-u-eyebrow-heading\">Solution<\/h2>\n\n\n\n<h3 class=\"gb-headline gb-headline-1724fed3 gb-headline-text\">Taking control with owned content<\/h3>\n\n\n\n<p>During the slower months and without any new campaigns, PAN knew there was a need to be proactive with thought leadership. While trend-jacking industry news and proposing a proactive consumer survey, the team emphasized an owned content strategy.<\/p>\n\n\n\n<p>This approach allowed Smartly.io:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Control the message and narrative, ensuring message pull-through for important terms and topics<\/li>\n\n\n\n<li>Weave in data from an owned Smartly.io and PAN global consumer survey research and analysis to demonstrate understanding of consumers and buyer behavior, as well as market expertise<\/li>\n\n\n\n<li>Comment on industry trends in a controlled manner\u2014offering timely advice and insights to its target audience of marketers and advertisers<\/li>\n\n\n\n<li>Position a new, emerging spokesperson as PAN increased the company\u2019s visibility in the retail space<\/li>\n<\/ul>\n\n<\/div><\/div>\n\n<div class=\"gb-grid-column gb-grid-column-ad8a8ba6\"><div class=\"gb-container gb-container-ad8a8ba6\">\n\n<h2 class=\"gb-headline gb-headline-a51ae2d9 gb-headline-text is-style-u-eyebrow-heading\">result<\/h2>\n\n\n\n<h3 class=\"gb-headline gb-headline-067ecbad gb-headline-text\">A top placement win<\/h3>\n\n\n\n<p>One top placement in Adweek, a top tier outlet for Smartly.io, titled \u201cA Little More Than Half of Consumers Are Buying From Social Ads.\u201d ran online, and also appeared as the lead in its Target Marketing newsletter. The piece was a win for a number of reasons: it increased Smartly.io\u2019s message pull-through on key marketing and retail terms, served as a platform for a new spokesperson for the company and helped maintain visibility and momentum among an influential marketing audience following its big splash the prior quarter.<\/p>\n\n\n\n<p>Adweek shared the piece on its Twitter and LinkedIn channels, reaching 637.7K Twitter followers and 1.2M LinkedIn followers\u2014spurring engagement of likes, shares and comments among a marketing and social advertising audience.<\/p>\n\n\n\n<p>PAN and Smartly.io understood the importance of reaching a targeted, yet influential audience\u2014which is why a placement in Adweek and its newsletter was a huge win.<\/p>\n\n\n\n<p>Reaching 7,729,776 unique monthly visitors and 100% reach to Fortune 500 CMOs, Adweek is considered to be the most trusted source of news and insights for the marketing and advertising community, reaching an elite audience of brand marketers as well as the agency leaders and decision-makers behind the industry\u2019s biggest accounts. Additionally, Adweek\u2019s newsletters reach an audience of 2M+ each week.<\/p>\n\n<\/div><\/div>\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-eba9cc52 alignfull\">\n<div class=\"gb-container gb-container-6330e9ab\">\n \r\n\r\n\r\n\r\n<div id=\"c-quoteblock-block_2efb733d909bbafa92a105c79fee851b\" class=\"alignfull c-quoteblock  c-quoteblock-is-logo c-quoteblock-style-five \">\r\n    <div class=\"c-quoteblock__inner\">\r\n        <blockquote class=\"c-quoteblock__quote\">\r\n            <p>A strategic thought leadership approach to owned content has allowed us to position our brand on the topics that matter most to our business and in the publications that reach the right influential audiences.<\/p>\r\n            <div class=\"c-quoteblock__attribution\">\r\n            <cite>Robert Rothschild | Former Vice President &#038; Global Head of Marketing at Smartly.io<\/cite>\r\n            <\/div>\r\n        <\/blockquote>\r\n        <div class=\"c-quoteblock__img\">\r\n                <svg width=\"248\" height=\"249\" viewBox=\"0 0 248 249\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\r\n<circle id=\"Ellipse 243\" cx=\"124.172\" cy=\"124.506\" r=\"121.268\" stroke=\"white\" stroke-width=\"5\" stroke-linecap=\"round\" stroke-dasharray=\"10 10\"\/>\r\n<\/svg>\r\n<div class=\"c-logo-wrap\"><img loading=\"lazy\" decoding=\"async\" width=\"600\" height=\"315\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/03\/smartly-io-logo-color.png\" class=\"attachment-large size-large\" alt=\"smartly.io logo, color\" srcset=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/03\/smartly-io-logo-color.png 600w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/03\/smartly-io-logo-color-300x158.png 300w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/03\/smartly-io-logo-color-100x53.png 100w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/03\/smartly-io-logo-color-414x217.png 414w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/div>\r\n        \r\n    <\/div>\r\n<\/div>\r\n<\/div>\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-ec5f9601 alignfull\">\n<div class=\"gb-container gb-container-d1595e59\">\n<div class=\"gb-container gb-container-3f66eb33\">\n\n<h2 class=\"gb-headline gb-headline-73c7d22e gb-headline-text is-style-u-eyebrow-heading\">More work<\/h2>\n\n\n\n<h4 class=\"gb-headline gb-headline-3048acaa gb-headline-text h1-style\">See more<\/h4>\n\n\n\n<h4 class=\"gb-headline gb-headline-5178928c gb-headline-text is-style-u-outline-font-teal u-move \">good stuff<\/h4>\n\n\n<div class=\"gb-container gb-container-566b7a3a\">\n\n<a class=\"gb-button gb-button-c90b68df gb-button-text gb-button-orange-button\" href=\"https:\/\/www.pancommunications.com\/work\/\">View Our Full Portfolio<\/a>\n\n\n\n<a class=\"gb-button gb-button-30ad2ea9 gb-button-text-only c-arrow-link\" href=\"https:\/\/www.pancommunications.com\/contact\/\"><span class=\"gb-button-text\">Let&#8217;s Talk<\/span><span class=\"gb-icon\"><svg fill=\"\" viewBox=\"0 0 26 26\" height=\"26\" width=\"26\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g clip-path=\"url(#clip0_678_11332)\">\n<path fill=\"\" d=\"M17.5398 6.16504C18.1746 5.53027 19.2055 5.53027 19.8402 6.16504L25.5277 11.8525C26.1625 12.4873 26.1625 13.5182 25.5277 14.1529L19.8402 19.8404C19.2055 20.4752 18.1746 20.4752 17.5398 19.8404C16.9051 19.2057 16.9051 18.1748 17.5398 17.54L20.4496 14.6252H9.75C8.85117 14.6252 8.125 13.899 8.125 13.0002C8.125 12.1014 8.85117 11.3752 9.75 11.3752H20.4496L17.5348 8.46035C16.9 7.82559 16.9 6.79473 17.5348 6.15996L17.5398 6.16504Z\"><\/path>\n<\/g>\n<defs>\n<clipPath id=\"clip0_678_11332\">\n<rect fill=\"white\" height=\"26\" width=\"26\"><\/rect>\n<\/clipPath>\n<\/defs>\n<\/svg><\/span><\/a>\n\n<\/div>\n<\/div>\n\n<div class=\"gb-container gb-container-0eb11a4e\">\n\n<div class=\"gb-grid-wrapper gb-grid-wrapper-01c5fae6 gb-query-loop-wrapper\">\n<div class=\"gb-grid-column gb-grid-column-b80093d8 gb-query-loop-item post-16022 case_study type-case_study status-publish has-post-thumbnail hentry industry-cloud-devops\"><div class=\"gb-container gb-container-b80093d8 c-case-card\"><a class=\"gb-container-link\" href=\"https:\/\/www.pancommunications.com\/work\/case-studies\/flexential\/\"><\/a>\n<figure class=\"gb-block-image gb-block-image-0da69c6d\"><img loading=\"lazy\" decoding=\"async\" width=\"1080\" height=\"620\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS.jpg\" class=\"gb-image-0da69c6d\" alt=\"\" srcset=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS.jpg 1080w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS-100x57.jpg 100w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS-768x441.jpg 768w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS-960x551.jpg 960w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS-300x172.jpg 300w, https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/07\/Flexential-CS-1024x588.jpg 1024w\" sizes=\"auto, (max-width: 1080px) 100vw, 1080px\" \/><\/figure>\n\n<div class=\"gb-container gb-container-72dcc555 c-case-card-overlay\"><\/div>\n\n<div class=\"gb-container gb-container-f963626c c-case-card-content\">\n<img loading=\"lazy\" decoding=\"async\" class=\"c-case-card-logo\" src=\"https:\/\/www.pancommunications.com\/wp-content\/uploads\/2020\/03\/flexential-logo-1.png\" alt=\"flexential logo, white\" title=\"flexential-logo\" width=\"482\" height=\"106\">\n\n<p class=\"gb-headline gb-headline-9c3de4fa gb-headline-text\"><a href=\"https:\/\/www.pancommunications.com\/work\/case-studies\/flexential\/\">Raising visibility in the first 90 days and beyond with media relations &amp; thought leadership<\/a><\/p>\n\n<span class=\"u-taxonomy-pill\">Cloud \/ DevOps<\/span>\n<\/div>\n<\/div><\/div>\n<\/div>\n\n<\/div>\n<\/div>\n<\/div>","protected":false},"featured_media":17282,"template":"","industry":[598,664],"service":[665,666,140],"class_list":["post-17279","case_study","type-case_study","status-publish","has-post-thumbnail","hentry","industry-artificial-intelligence","industry-cloud-devops"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Smartly.io: Proactive, Targeted Thought Leadership | PAN<\/title>\n<meta name=\"description\" content=\"After a virtual event and a slew of product and partnership announcements, Smartly.io looked to continue its media momentum, despite a vacant news pipeline.\" \/>\n<meta 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