The campaign

US branding for a fast-growing Danish star was looking to grow its awareness with US business and marketing trade press and help change their brand perception from a social media management tool to a customer experience management platform.

We embedded into the daily news agenda through an extensive thought leadership campaign, focusing on raising the profile of CEO Ulrik Bo Larsen. We pitched Ulrik through interviews, comments, blogs and bylines and expanded his social media presence through outlets with high readerships and active social media profiles.

We newsjacked major tech news cycles such as the Snap IPO and CRM (customer management relationship) breaking news like the United Airlines passenger incident. And strategically targeted media that allowed backlinks to’s website to boost organic SEO.

The Results

CEO profile

A thought leadership campaign and CEO profile-raising boosted Ulrik’s reputation as an expert and resulted in coverage in MarketingProfs, Social Media Week, Mobile Marketing Watch, eMarketer, and an appearance on Bloomberg Radio’s The Advantage.

Guest blog

We delivered on the company’s ‘wish list’ topper – a recurring guest blog with Social Pro Daily, an AdWeek column.

Market education

We exceeded coverage targets, delivering high-quality coverage in agreed tier-one trade press including Customer Think, CMS Wire and MarTech Advisor, to help shift’s perception from a social media to a customer engagement platform.

Increased SEO

By targeting media that allow backlinks to’s website, we increased organic referrals to Falcon’s website, and boosted the number of gated content downloads to drive leads.

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