Anello

Industry: Technology
Size: VC Funded Start-Up

Anello creates brand PRESENCE FOR THE WORLD’S FIRST SILICON PHOTONICS OPTICAL GYROSCOPES.

Realignment of brand positioning as a company set to revolutionize the navigation sensors industry. Brand messaging and its communication through social, web, ads, and digital PR.

Success By Numbers

Top Media & News channel pickups for news on VC Funding

Increase in LinkedIn followers in a 30-day cycle

Business Value Realized

  1. Cutting-edge website for an impactful brand story.
  2. Revamped the navigation, redesigned inner pages with a focus on higher customer engagement
  3. 360 degree social activation – social media, digital ads and email campaigns
  4. LinkedIn and Google Ads to drive high-quality traffic to the website and increase subscribers
  5. Press and media coverage by leading technology publications. Articles and story circulated by third party sites, journalists and writers.

About The Client

Advancements in technology are always around the corner. But there’s a major void that has yet to be filled – where high quality meets low-cost in navigation sensors. ANELLO, a VC-funded start-up, has developed a unique technology called SiPhOG™ to fill the gap.

Challenges

1. Fragmented online presence –
The client had a basic website through Squarespace. It failed to convey a strong brand positioning for its innovative product offering in the navigation industry. Similarly, their LinkedIn and Twitter pages had inconsistent activity and lacked impactful content. In order to establish ANELLO as a leader in their field, it was critical to realign the content and design across all digital channels.

2. Weak brand positioning –
The content was not impactful and didn’t convey the powerful story that shaped ANELLO over the previous 24 months. As one of the rising stars in their space, their positioning needed to be rock-solid, and relatable at the same time. Our goal was to develop a unique voice for the brand that would connect and communicate with its audience.

3. Inconsistent execution –
As an early-stage start-up, the team didn’t have an in-house marketing team. It resulted in poor execution and inconsistencies in marketing activities.

Solution

1. Unique brand positioning
Our brand assessment and SWAT analysis helped us create guidelines for ANELLO’S marketing. We developed high-intensity hook points that would keep the customers engaged with the brand. It positively affected the bounce rate, which dropped below 50%.

2. Unified marketing operations
We worked closely with the founders to develop a process that could combine all the marketing activities under one umbrella. We built a schedule for brand execution, established a posting calendar, and simultaneously created high-quality content.

3. Large-scale PR campaign
To create the right buzz around the company, we planned and executed a large-scale PR campaign. Yahoo Finance, Market Watch, Global Newswire, and many other top media houses carried the story. It brought more than 7000 visitors to the website in less than one week.

4. Centralized Data management hub
We simplified the storage of user information in Squarespace.

Features Leveraged

  1. Integration with third-party apps and Squarespace
  2. Landing pages and forms
  3. Email templates
  4. LinkedIn Jobs and careers section

We have worked with PDS to create a brand buzz for ANELLO through updates on our website, digital PR and social media outreach. PDS have been great to work with, open to trying new things and learning about our technology to better promote it through digital marketing.

Mario Paniccia, CEO ANELLO

LET’S GET STARTED