Vainu, a fast-growing SaaS sales intelligence company founded in Helsinki with four offices across Europe, came to Bear Icebox around the time it opened up its New York office in early 2017. While the company had captured large market shares across Europe, it was a new entity in the United States, launching a new AI-powered sales database and hiring a team in the U.S. The had a few goals in mind: adapt to the U.S. market, grow brand awareness, and generate local interest in the Vainu database Vainu had been looking for a nimble team adept with both the North American market and European brands. They turned to Bear Icebox to develop a public relations campaign that would hit these targets.
As a self-funded tech startup using machine learning in its platform, Vainu had an intriguing brand story to tell. And that name was interesting. We played up on the uniqueness of the name (Vainu, in Finnish, means “scent of the hunt”) to tell the brand story of how Vainu helps sales teams and companies on the hunt for the right leads find the right scents on the prospecting trail. With all that in mind, we developed the following strategy: Leverage a compelling brand story, focusing on Vainu’s unique value to sales teams, positioning Vainu as thought leaders, compiling data and, generating buzz to boost brand awareness.
Earned media placements in half a year
Received recognition as a top 100 startup in Wired U.K
Website traffic more than doubled in six-month period
Through a steady drumbeat of data, thought leadership articles, news releases and sourced articles, we secured 20+ placements in half a year, landing in targeted publications including: Business News Daily, CMS Wire, Business2Community, Markets Insider and more. As the brand continued to grow and develop in the U.S., its European presence increased alongside it, and Vainu received recognition as a top 100 startup in Wired U.K. and recognition from Business Insider as a major player in the Nordics. And as the relationship evolved, Bear Icebox has helped contribute to blogs, ebooks, trend reports and data analysis and more. Website traffic to Vainu.io increased dramatically, with leads increasing and web traffic on an already flowing B2B website more than doubling in a span of six-month period.
“We started working with Bear Icebox after launching our New York office. Through our core messages, they’ve landed useful press coverage and contributed to ebooks, trend reports, infographics and blogs. We’ve seen nice increases in web traffic and online leads.”