In a market dominated by established players that held strong footholds, Foxit faced the daunting task of breaking through the noise. The challenge lay in increasing consideration and preference for its differentiated solutions with IT decision-makers who were not seeking new solutions. Foxit needed a new comprehensive strategy to grab attention and build trust and credibility in its offerings.
Before launching a new campaign, Response Media first sought to understand the motivations and barriers of the IT decision-maker target. Through in-depth audience research, the team gained valuable insights into the behaviors and preferences of IT decision-makers. Leveraging multi-variate testing, Foxit refined its messaging, identified the most effective channels, and segmented its audience for targeted engagement.
Employing a cross-channel approach, programmatic display, video, CTV, audio, native advertising, social media, email campaigns, and sponsored content were used to find and reach the hard-to-find IT decision-maker. By harnessing both third-party and first-party data segments, Foxit precisely targeted IT decision-makers actively seeking new PDF solutions, thereby maximizing campaign effectiveness.
