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Company: Tinuiti, New York City, NY
Company Description: Tinuiti is the largest independent performance marketing firm across Google, Facebook and Amazon, with over $2 billion in digital media under management and 700 employees. With expert knowledge in search, social, Amazon & marketplaces, mobile apps, CRM & email marketing and more, Tinuiti understands success requires both strategy and channel specialization.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Corporate Reputation/Professional Services
 Nomination Title: Tinuiti; 'Rethink. Performance'
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
September 7, 2021
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 202 words used.
Given Tinuiti didn’t even exist as a brand 2.5 years ago, it’s amazing how quickly the independent performance marketing firm has grown, seeing revenue growth of 97% since 2019. Following Elite SEM’s acquisition of CPC Strategy, Email Aptitude, and OrionCKB, the company rebranded to Tinuiti at the end of 2019. We sustained healthy growth, even during the pandemic, providing the flexibility and strategy necessary for brands to navigate COVID-19. Tinuiti was considered to be one of the industry’s best kept secrets–but that had to change.
In Q1 2021, we were pitching a big-name retail brand and won the RFP process in the minds of the marketing director and team, but the CMO had “never heard of Tinuiti” so they went with another agency. Our CMO, Dalton Dorné, vowed that would never happen again, so the marketing team got to work on building Tinuiti’s first-ever brand campaign.
The goal was simple: to solidify Tinuiti’s name as a leader in not only the performance marketing landscape, but the entire business world, through an omnichannel, holistic approach that is continuously optimized in-flight. The campaign doubled as a proof of concept for prospects by leveraging our own services, tech and tactics to drive brand performance.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 166 words used.
From the start, we knew that the campaign should utilize the proprietary tech of streaming media company, Bliss Point Media, whichTinuiti acquired in August 2021. Then, we tied it to multiple channels (Paid Social, Email, Podcasts, etc.) through a full-funnel approach that targeted a VP-level and above audience, driving them to a unique ‘Rethink’ landing page. Essentially, we deployed the superpowers we usually use for our clients for ourselves. Once the performance marketing cogs were in place, our marketing and creative services teams split up into five groups that each had a designer, writer and marketing leader to separately develop campaign concepts.
These five ideas were storyboarded and pitched to our Board of Directors, which has a number of seasoned advertising and streaming media veterans such as Kevin Mayer, formerly of TikTok and Disney+, and George Gallate, former global chairman and CEO of Havas Digital. After input from the board, the teams went back and collaborated on one of the leading concepts. Voilà—’Rethink. Performance’ was born.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2020. Even if your initiative started before 2020, limit your response to activities and results since the beginning of 2020 only (up to 250 words):
Total 176 words used.
‘Rethink. Performance’ launched on 9/7/21 across Streaming TV, Social (Facebook, Instagram and LinkedIn), Display, email, online video (YouTube), mobile, and audio streaming. It consisted of 15-, 30-, and 60-second spots as well as social and audio podcast ads.
To reach the inbox of senior marketers directly, we sponsored Ad Age’s CMO Strategy Newsletter for the month of September. Tinuiti was also an official sponsor of eMarketer’s ‘Beyond the Numbers’ podcast and the American Public Media’s Marketplace podcast.
During the campaign, we saw a +119% increase in site users and received eight qualified enterprise write-ins in the first six weeks, including decision makers from [REDACTED FOR PUBLICATION]. The campaign amassed over 16M impressions and resulted in a +21% increase in Brand Lift on LinkedIn. We also saw a +12% boost to ‘Tinuiti’ searches. From a relationship perspective, we’ve successfully gone upstream in terms of who we’re talking to with a +52% increase YoY in VP-level and above conversations, which leads to a significant spike in our ability to win those deals.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
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