For 8 years Fooji had built a solid reputation for brand owners looking for managed incentives, promotions and loyalty programmes. And with a focus on fan engagement through social channels and fulfilment of physical gift experiences, the business had a client list that represented a ‘who’s who’ in consumer-packaged goods and services.

However, the leadership realised it needed to mature the positioning of the portfolio, capabilities and the operational functions. It also recognised the core technology platform needed clearer articulation to seize future commercial and investment opportunities. And the business recognised the need to overhaul the marketing asset estate.

The Rubicon Agency was approached to develop a structured messaging and content programme to fuel the business for its next round of growth and diversification.



What we delivered

Having fully explored the underlying technologies and business processes that delivered ‘the magic’ for Fooji, The Rubicon Agency developed a comprehensive positioning system to provide guide rails for developing an array of content and assets.

Around a core premise of Fooji leading the movement for Fan Experience Management, and with a brand promise ‘For the love of brands’, The Rubicon Agency created a framework to engage with brand leaders, the media, agency partners and technology partners.

The Rubicon Agency applied the new messaging/positioning to a comprehensive suite of product and sales collateral, in addition to the website, social network comms and promo videos. Further customer communication and blog programmes were developed to sustain and build-out the messaging and relevance to key audiences and SEO needs.

What did the campaign achieve?

The role of Fooji’s four products in delivering high-impact fan engagements went down particularly well with the customer base and industry. High levels of inbound opportunity, media conversations and agency partner discovery workshops were generated within the month of launch. Fooji’s vision also provided an energetic industry conversation on the future of martech for promotions and incentives campaigns.

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Marketing expertise

Proposition development

Strategic content

Brand strategy

Sales enablement

Product marketing

With a brand promise ‘For the love of brands’, we created a framework to engage with brand leaders, the media, agency partners and technology partners.