The Brief

With shifting consumer expectations and evolving retail technologies, Daemon tasked us with showcasing their expertise in digital transformation while meaningfully contributing to the national conversation around customer experience. The campaign needed to position Daemon as a credible voice in retail technology while driving brand awareness among key decision makers. 

The Activity 

Our strategy centred on creating compelling, data-driven narratives that would resonate with both national and trade media. We commissioned comprehensive consumer research to examine the changing relationship between retailers and their customers in the digital age.

We developed a phased media approach, launching targeted stories during October's Cyber Security Awareness Month and National Customer Service Week. This was followed by a full whitepaper launch exploring the broader implications of what we termed the 'Consumer Trust Recession.' To maximise regional impact, we created a Scotland-specific story angle that secured national coverage in The Scotsman.

Working across paid and earned channels, we supplemented media relations with strategic LinkedIn content that engaged senior retail decision makers. The integrated approach ensured our research findings reached key audiences through multiple touchpoints.

The Impact

• Generated 30 pieces of coverage including the Daily Mirror, Metro, The Scotsman and key trade titles 

• Achieved total reach of 114m 

• Secured coverage across retail tech, fintech, security and marketing media 

• Generated 4 qualified leads with targeted retailers 

• Reached 6 key industry verticals 

• Drove 180,000+ LinkedIn impressions and 255+ website visits