Slack
Audience and contextual targeting delivers B2B audiences
Challenge
Slack wanted to increase awareness and drive consideration in the UK among C-suites and business decision-makers of its messaging software as an effective tool for team communication.
Solution
Slack developed a series of banner ad creatives featuring several of its clients’ use cases of the platform. Using a combination of audience segments and contextual targeting, we ran a highly focused digital campaign on CNN.com alongside an awareness-building connected TV campaign to ensure we achieved all of Slack’s KPIs.
Results
Campaign Deliverables
Audience Targeting
Using CNN’s proprietary digital account-based targeting capabilities we directed the creative specifically to a UK-based business-decision-making audience on CNN.com. Our contextual analysis tool also scans text and audio from CNN articles and videos to reach Slack’s audience in a relevant and brand-suitable environment.
Connected TV
CNN’s connected TV offering delivered Slack’s 30- and 60-second commercials directly to its specified business audience in the UK while they are viewing CNN International.
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