Client: Upp.ai
Sector: DigitalInnovationTechnology
THE BRIEF
Upp.ai wanted to be positioned as the go-to-partner for retailers seeking to use adaptive AI to their competitive advantage. They wanted to bolster brand awareness for the business among the retail community and to generate valuable leads. The business also sought evergreen content on the power of adaptive AI that could be repurposed in the business’ own campaigns.
THE SOLUTION
Retail Week produced the bespoke digital report – AI Adopters: 10 of The UK’s Best Machine-Powered Retailers – which profiled brands leading the way in adaptive AI and provided insights for leaders looking to implement the technology into their own strategies.
Published in June 2024, the report featured exclusive interviews with leaders including Boots, THG, and The Very Group, to give retailers a window into the ways AI could be used to create tangible results. The report was hosted behind a data-capture page, with Upp.ai provided with GDPR-compliant leads to download.
Campaign marketing included:
- A digital report published on Retail-Week.com and amplified across Retail Week channels across a six-week period. This included social media, an email campaign and advertising promotion on Retail-Week.com
- Online teaser content articles published on Retail-Week.com and featured on morning briefing newsletters
- Promotion via Retail Week’s morning newsletter (46,000 subscribers), on Twitter (102,000 followers), LinkedIn group (68,000 members) and LinkedIn company page (28,000 followers)
The report exceeded benchmarks and engaged key stakeholders -56% of those that downloaded the report were senior retailers (heads of and above).
Upp.ai benefitted from valuable lead generation and brand awareness; positioning the business as an expert in how to use AI effectively to optimise marketing strategies and drive sales. The company is now hosting the report on its website as a marketing tool.
