Fooji had long recognised the critical value of integrating social, digital and physical direct marketing for the modern brand or campaign manager. The business had realised that whilst innovate, virtual channels were often now the gateway to relationships, there was an increasingly important role for physical gift experiences to convert followers to active fans.
Against this backdrop, various new digital models and vendors had emerged in the martech stack market that purported to achieve something similar. All with their own digital transformation plays to introduce greater visibility and analytics to direct marketing activities.
The Rubicon Agency was approached to develop a definition and category for the Fooji approach, platform and use case applications. The task was to create narratives to i) lead market development conversations, ii) build thought leadership notions and iii) accelerate customer, partner and investor dialogue.