In a world increasingly driven by data, Uniquecorn Strategies, a pioneering PR agency with a focus on startups, has risen to prominence by securing the silver award in the “Outstanding Marketing Campaign” category at the inaugural KMC Startup Awards. This recognition comes in light of their groundbreaking B2B PR campaign, which significantly propelled fintech startup Packworks, the distinguished gold winner of the Startup of the Year.
Collaborative Innovation and Data Insights
The KMC Startup Awards, an initiative led by KMC Solutions in partnership with Philippine Startup Week 2023 and other key players, celebrated Uniquecorn Strategies for its inventive use of grassroots-level data in crafting influential marketing strategies. Dean Bernales, the strategic mind behind Uniquecorn Strategies, shared, “Understanding the depth and potential impact of grassroots data was pivotal,” said Dean Bernales, CEO of Uniquecorn Strategies. “In collaboration with Fourth Wall, a market research firm, we delved into these insights, uncovering unique socio-cultural behaviors. This formed the backbone of our data-driven PR strategy, highlighting Packworks as a key player in the FMCG sector’s push for a data-informed supply chain strategy.”
Sari IQ’s Role and the Strategy of Earned Media
At the heart of the campaign was the promotion of Sari IQ, a market intelligence tool devised by Packworks, providing key insights into consumer behavior from over 270,000 sari-sari stores throughout the Philippines. Uniquecorn Strategies implemented an earned media strategy, fostering a sense of urgency among FMCG companies about the critical insights Sari IQ offers. Bernales further explained their tactic, “We focused on creating compelling narratives, transforming data into stories that resonate with Packworks’ target B2B audience.” This approach, spanning print, online, and broadcast media, was carefully crafted to maximize exposure and impact while ensuring relevance and engagement by synchronizing with cultural events and economic issues.
Tactical Timing and Vigilant Monitoring
The campaign showcased a series of press releases, each thoughtfully timed to align with Philippine cultural events and economic issues, ensuring heightened newsworthiness and journalist interest. Notable insights included the exploration of Filipinos’ consumption patterns during various cultural festivities and the significant role of women in sari-sari store ownership. The campaign’s success was continually monitored through social listening tools, offering insights into media pickups, SEO effectiveness, and comparative media presence against competitors. This comprehensive strategy not only elevated Packworks’ message but also boosted its lead generation and sales strategy.
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Inspiration for Smaller Enterprises
Reflecting on the wider implications of their success, Bernales remarked, “Through this campaign, we demonstrated the power of small firms to compete with larger players using strategic communication and innovation.” This victory is more than just an accolade for Uniquecorn Strategies or Packworks; it stands as an inspiration for small and mid-sized companies in the Philippines, illustrating the significant impact of well-executed, data-driven PR campaigns in the competitive business arena.
Uniquecorn Strategies’ triumph at the KMC Startup Awards is a testament to the transformative potential of data-driven marketing and strategic communication. As they continue to innovate and lead, the marketing world eagerly awaits their next groundbreaking campaign.
