Tinuiti / Mobius - Re-Branding / Brand Renovation of the Year

Company: Tinuiti, New York City, NY
Company Description: Tinuiti is the largest independent performance marketing firm across Google, Facebook and Amazon, with over $2 billion in digital media under management and 700 employees. With expert knowledge in search, social, Amazon & marketplaces, mobile apps, CRM & email marketing and more, Tinuiti understands success requires both strategy and channel specialization.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Re-Branding / Brand Renovation of the Year

Nomination Title: Introducing Mobius, Tinuiti's Proprietary Suite of Marketing Intelligence and Media Activation Tools

Specify the date on which this campaign or program was launched: July 14, 2020

Mobius is Tinuiti’s proprietary suite of marketing intelligence tools and media activation technology that helps brands close the loop on their marketing data. Most brands’ data lives on multiple platforms in various silos, so pulling all those metrics together to produce a holistic marketing strategy is a long, arduous process that often results in data inefficiencies. Mobius unifies disparate data sources into an ecosystem where data is interconnected to provide a truly unified marketing strategy, so that brands can operate and achieve results at scale.

-MobiusOS: an operating system for marketing data. OS collects, connects and synthesizes channel data into one place, providing unified, always-on marketing insights.
-Mobius Apps: uncovers revenue growth opportunities for clients by further optimizing through various apps that are customizable to any business or marketing challenge.
-MobiusX: is now one of the most sophisticated Amazon tools on the market today. This AI-enabled tech drives campaign and vendor performance at scale. MobiusX processes 150M+ product feeds daily across Google, Facebook and other feed-driven channels to enable strategic optimization at scale. The result? The Triopoly Unlocked.

There wasn’t anything like Mobius in the market, however, many clients (whether analytics or other channels) were not leveraging all of our capabilities, and we didn’t have simple answers to pricing questions. Due to the complicated nature of the technology and product offerings, a well-thought, collaborative go-to-market strategy was necessary to ensure that all information was communicated effectively and simply without losing important details in the process.

We conducted extensive research on software companies that offered data analytics products, as well as new product/service launches from outside of our competitive set to understand the most effective way to launch our proprietary technology. For months, the analytics team worked tirelessly with the Marketing team and the c-suite to first naildown the positioning and naming. Then, comprehensive internal and external communications plans were developed in support of the launch of Mobius.

Not only did we want to attract new clients, but we also aimed to inform current clients about all the analytics capabilities and identify opportunities to cross-sell others. This meant implementing a detailed email campaign around clients and prospects. We sent emails to three different lists: 5.2k qualified prospects, 2.5k clients, and over 300 partners. Along with email marketing, we leveraged our own social media accounts on LinkedIn, Facebook, and Twitter (and Zoom background images) by replacing the header images with Mobius-branded creative assets. We had to convert assets throughout the whole company on webpages (the entire ‘Our Technology’ page), presentations, and other collateral to reflect the new product offering and implementation of Mobius. Included in these assets was an 80-second video that succinctly explains the three products under the Mobius umbrella. We also hosted various internal and external webinars to walk people through all of Mobius’ capabilities.

Shortly after launch, the client-only webinar welcomed 131 attendees and the public webinar open to everyone saw 589 attendees—34% of whom were new names. Since the launch of Mobius in July 2020, Tinuiti has on-boarded 350+ clients in total and added more than 60 new Analytics clients. Mobius resulted in a 40% increase in pipeline revenue and 42% increase in won deal average for the second half of 2020. With these clients, Mobius houses 4.5 terabytes of data stored in over 30 billion rows. We have over 820 datasets that are pulling data from 55+ different platforms. The addition of clients is a great achievement, but it’s even better to see that they are actually using the technology. As of January 1st, 2021, unique logins grew by 186% since the launch of Mobius.

This Mobius launch video perfectly encapsulates the suite’s capabilities.
https://youtu.be/3oP5GrV0bKE

The ‘Our Technology’ page of our website to further explain Mobius.
https://tinuiti.com/our-technology/

Mobius launch press release: https://tinuiti.com/news/press-release/tinuiti-launches-mobius-a-proprietary-suite-of-marketing-intelligence-and-technology-that-unlocks-the-triopoly-of-google-facebook-and-amazon/