Case Histories

Business-to-Consumer Clients

Incredible Foods

Incredible Foods is a Boston-based developer of allergy-friendly snacks for children and adults with caramel
certain food allergies, and for anyone who desires to eat smarter and healthier.  A venture funded company, Incredible Foods employs food scientists and technologists who develop treats that are free of the so-called “Big 8” food allergens: dairy, wheat/gluten, soy, eggs, fish, shell-fish, peanuts and tree nuts. The company’s first product, perfectly free ™ frozen bites, are currently available in 1,500 supermarkets in New England and the mid-Atlantic states. perfectly free will be available throughout the US starting in 2018.

Objective

Engage a passionate and growing community of food allergy families who are constantly on the look out for new allergy-friendly foods that are safe and taste great; build an allergy-friendly food brand that truly cares about its customers, one that connects with its audiences on an emotional level; become a trusted source of useful information about the allergy-friendly food category.  In addition, Incredible Foods desires to appeal to the business community, including potential investors, business partners and future employees.

Strategy

  • Transition away from a social media content strategy that was largely promotional to one that educates and informs by researching and sharing content from trusted food allergy influencers — food allergy bloggers, allergy magazines and the food allergy medical community, as well as content from other companies that are part of the food allergy ecosystem.
  • Share the unfolding Incredible Foods story with readers of traditional/consumer print and business (print, broadcast) media outlets, and food allergy blogs.
  • Demonstrate strong ties to the food allergy community by partnering with national and regional food allergy non-profit organizations and other food allergy companies working on behalf of the more than 15M Americans who suffer from food allergies.

 Results

  • On-message regional business and consumer/broadcast coverage in The Boston Globe, Boston Business Journal, NECN (New England Cable News), and WCVB (Boston ABC affiliate), among other media outlets.
  • Greater than 125% Facebook fan page growth along with significant increases in page views, reach and shares.
  • Created goodwill among the regional food allergy community by spearheading and then partnering with the Asthma & Allergy Foundation of America-New England Chapter to host more than 100 supporters to a “peanut free” Lowell Spinners minor league baseball game.
  • Engagement with regional and national food allergy bloggers at various events including food allergy conferences and expos.

KettlePizza, LLC                                                                                                                                                             

KettlePizza is a greater-Boston, Mass., developer and manufacturer of accessories for charcoal and propane grills.  Founded six years ago, KettlePizza has shipped its products to consumers in more than 50 countries.  To augment its online sales, KettlePizza products have also been available in Wal-Mart Stores, Crate & Barrel, and independent hardware stores throughout the US.  The company’s flagship product, the made in USA KettlePizza Oven, quickly and easily converts a kettle-style charcoal grill  — like a Weber — into a wood-fired pizza oven.  Tens of thousands of consumers throughout the world who appreciate cooking delicious pizza and other foods in the great outdoors are enjoying KettlePizza products.

Objective

Influence sales by generating awareness among consumers of the lifestyle benefits of cooking pizza on an affordable and fun-to-use backyard, wood-fired pizza oven that matches the performance of ultra-expensive stone and brick outdoor pizza ovens.  Highlight the superior quality of the KettlePizza Oven family by emphasizing its “Made in USA” label and the company’s high-touch approach to quality assurance.

Strategy

  • Transition the KettlePizza social media platforms from ones that were primarily promotional in nature to platforms that share exciting consumer-driven content, including pizza dough recipes from top-rated chefs as well as backyard grill aficionados, creative pizza toppings, pizza how-to videos from passionate foodies as well as new developments, products, and recipe suggestions from the owners of KettlePizza and KettlePizza ambassadors.
  • Introduce KettlePizza to business and consumer news publications and food bloggers as a small but growing concern that’s helping to fuel the international foodie trend of consumers who really appreciate and care about food.  Engage with the existing, spirited community of KettlePizza customers and enlist them as ambassadors to help spread the word about the lifestyle benefits of building a pizza from scratch and cooking it outdoors with friends and family.
  • Position company founders as successful inventrepreneurs who have the business savvy, an unwavering belief in their product and the necessary time and capital to market their KettlePizza Oven.

Results

Blue Frog Robotics

Blue Frog Robotics is the Paris, France developer of BUDDY, a companion robot completely based on an open bluefrogsource development platform.  BUDDY, which stands about two-feet tall and resembles a cross between R2-D2 and WALL-E, was invented by Blue Frog CEO/co-founder Rodolphe Hasselvander, well-known in France’s robotics community.  As a “companion” robot, BUDDY is intended for families.  He can assist elders with day-to-day tasks such as calendar reminders and making phone calls, can assist children by playing games and reading to them, can alert a household to fire and water damage and serve as a roving home security system.

Objective

In the summer of 2015, Blue Frog Robotics launched an Indiegogo crowdfunding campaign to raise funds in order to accelerate the Buddy-Welcomedevelopment of BUDDY, with plans for commercial availability in the 2nd half of 2016.  Given the July 2015 start of the crowdfunding campaign, a period when the US business community is generally less active, Blue Frog Robotics required an aggressive media campaign that would generate awareness and fast acceptance of BUDDY and influence a positive Indiegogo outcome.

Strategy

  • Given the US media’s penchant for covering US-based companies, Pilot recommended Blue Frog establish an office in Boston or Cambridge, Mass. — a region which is becoming “ground central” for robotics — as its US headquarters.  Offering regional and industry journalists an introduction to BUDDY and Blue Frog leadership during their mid-summer US tour with the caveat that the company was also visiting locations for its US beachhead made their story more of a “local” one and thus of greater interest to targeted US media.
  • In addition to generating awareness among general business publications, Blue Frog also sought to elevate awareness of BUDDY among the all-important software development community who will be relied upon to build applications for the robot.  Pilot developed a news release strictly targeting software developers, issued it to target media including an illustration of the software development kit and offered interviews with Blue Frog content experts.
  • Pilot also recommended Blue Frog network with Boston and Cambridge robotics interest groups, like MassTLC, to support the hosting of an informal live event to “introduce” BUDDY to the region.

Results

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Business-to-Business Clients

Cortex MCP

Cortex MCP, Inc., developed new technology designed to enhance mobile commerce. The Cortex platform was designed from the ground up and focused on new IP-protected mobile payment and wallet technology and a new secure payment methodology.   Founded in 2012 by former executives of ROAM Data, Cortex MCP is angel-funded and is headquartered in Cambridge, Mass.

Objective

  • Raise awareness of a relatively unknown player in the emerging and crowded mobile wallet market among potential investors, customers and business partners.

Strategy

  • Launch a content-centered thought leadership campaign designed to educate and inform the market about the mobile wallet’s potential for changing the electronic payments world — and how the Cortex MCP approach can lead to broad adoption — via a robust company blog, social media, white papers, by-lined articles and an eBook on the mobile wallet ecosystem.
  • Build relationships between Cortex MCP executives and the top-tier mobile payment market research analysts to help build Cortex’s reputation as a company helping to shape the future of mobile payments.
  • Drive awareness through regional, national business, broadcast and trade media coverage by inserting Cortex MCP into the mobile wallet conversations via provocative pitches and exclusives.
  • Establish CEO Shaunt Sarkissian as an industry go-to source through an aggressive executive communications program.

Results

Professional Services

Mechanica

Mechanica is a small marketing and brand development firm with big ideas. Located onMechanica_Logo the north shore of Massachusetts, Mechanica employs a unique approach to client work.  Its strong reputation is largely built on the hands-on approach of the firm’s founders and the agency’s “Endless Creative Hallway” business model (or “upsourcing”) which integrates best-of-breed network partners into the creative process. The approach has paid off as the firm enjoys a national client base — Saucony, Akamai, High Liner Foods, NPR and PBS, among many others.

Objective

Generate awareness among B2B and B2C chief marketing officers of larger technology, consumer and healthcare organizations of the benefits of a highly collaborative and holistic creative development process that takes full advantage of the “endless creative hallway”made possible by a deeply integrated network of specialist partners.

Strategy

  • Increase the frequency of inbound marketing content, especially the company blog, and repurpose content across social media networks and for publishing opportunities in media channels where CMOs seek out marketing and branding content: advertising and marketing trade publications/web sites, regional business media, and business sections of daily newspapers.
  • Establish firm CEO Ted Nelson and other co-founders as thought leaders and brand development subject matter experts through an aggressive content marketing program, media interviews and by securing industry speaking engagements.
  • Institute a proactive “steady beat of the drum” news program to help drive awareness through news coverage in key media targets.
  • Ramp up the firm’s social media profile via more frequent sharing of original content, relevant industry articles and research reports impacting CMOs and brand development professionals.

Results