Case study · Technology · US into Ireland · 2021 to 2022
A New York name, with a Dublin address.
Bannerton launched the Dublin EMEA hub of VidMob, the New York creative analytics platform, with the Tanaiste and IDA Ireland at its official opening. The story of 75 new jobs ran on RTÉ.ie, in the Business Post and across the tech press within days, giving a US brand few Irish marketers knew a public face here.
new Dublin jobs announced with the Tanaiste at the official opening
launch stories in five days, from RTÉ.ie to the Business Post
editorial value of January 2022 coverage, at three times AVE
The challenge
Here since 2019, barely known
VidMob moved its EMEA headquarters from London to Dublin in 2019, but Covid delayed any formal launch and the name meant little to Irish marketers or job seekers. Its AI tool, which measures how ad creative performs, does not explain itself in a headline. The company needed clients, recruits and the State to see it as a Dublin business in for the long haul.
What we did
An opening with the State
Our plan, written in August 2021, set the route early. An official opening with the Tanaiste, a jobs announcement, then the Dublin team in the business pages. We secured Leo Varadkar TD, Tanaiste and Minister for Enterprise, Trade and Employment, for the opening on 26 January 2022, sent the ministerial and VIP invitations, and ran the agenda, media pack and a Julien Behal photocall on the quays. The release led with the numbers that mattered locally, headcount doubling within a year and 75 jobs over three years, backed by quotes from the Tanaiste and IDA Ireland. A Business Post feature on 2 January had already explained the technology, and CEO Alex Collmer's visit produced a second Business Post story on his plans for a $1bn valuation. Q&As and an Irish Times Me & My Money profile kept the Dublin leadership in print through 2022.
Make the Tanaiste the picture, and the jobs the story.
The results
Five days, eight stories.
Jan 2022
A Business Post feature on how VidMob's AI reads advertising creative, in print and online, ahead of the opening.
Jan 2022
Official opening with the Tanaiste and IDA Ireland on 26 January. Eight stories in five days, including RTÉ.ie, the Business Post, Silicon Republic, ThinkBusiness, Irish Tech News and Business Plus, with a combined reach of more than 528,000.
Feb 2022
Lisa Haskins, director of marketing and operations EMEA, in the Business Post Connected leaders' Q&A.
Jul 2022
Paul Carreo profiled in The Irish Times Me & My Money, page 21, reach 61,049.
In pictures
Where VidMob was read
