Winner: Tanis Communications—Tiny Sensors Making a Huge Impact
mCube is a maker of the world’s smallest MEMS (microelectromechanical systems) sensors that enable everyday objects and devices to measure, monitor and analyze motion and context in space. The company was a startup with a different kind of challenge: having already achieved some success in China with 70 million units shipped, mCube needed to re-launch its brand to establish its technical differentiation, communicate its momentum and establish credibility in the highly competitive U.S. market, which included large and entrenched MEMS companies with larger market share, more resources and deeper pockets.
Tanis developed a brand position that was simple and impactful, including coining the phrase “Enabling the Internet of Moving Things” to help drive customer preference. To articulate this brand position, Tanis crafted a set of messages for each target audience, which spanned from highly technical customers and strategic partners to mainstream media. Coverage in industry-leading publications such as the Wall Street Journal, Fortune and VentureBeat, as well as top-tier industry publications such as EDN, EETimes and Gigaom. The press, amplifying mCube’s brand position, used the term “Internet of Moving Things” consistently. The social media campaign earned 629 social media mentions, 180 tweets about mCube—including @TechCrunch with more than 3.6 million followers—and scored 434 new followers on LinkedIn during the first week.
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