Yogi

Yogi is a consumer insights platform for CPG brands, enabling brands to understand consumer sentiment across the web, with actionable insights that can then inform marketing, product development and sales strategies.

Objective

Establish Credibility in the Marketplace

Get featured in publications that their target enterprise CPG buyers read and trust
Build reputation through third-party validation
Target their niche audience of ~2,000 enterprise CPG accounts specifically

2. Leverage Their Data for Newsworthy Content

Take advantage of their first party data to create newsworthy stories
Position Yogi as a Unified Voice of Customer leader and authority
Use their unique data insights to generate media interest

3. Build Executive Thought Leadership

Position CEO Gautam Kanumuru as an industry expert
Feature other executives like the Chief Product Officer and VP of Insights for technical expertise
Share their expertise on consumer insights and CPG industry challenges

Strategy

We developed and executed a number of campaigns, including:

Positioning Yogi as an expert source to provide advice on topical issues faced by their target clients, such as trade tariffs and food dye bans
Packaging and releasing data studies and findings to the media, as “ready made stories” to be published
Telling Yogi’s story/value prop via some of their clients, such as Unilever and Skullcandy
Developing talking points for Yogi’s CEO and securing interviews and exec profile features