CREATING TECH START-UP ‘ROCK STARS’ WITH GETJAR

BACKGROUNDWhen we first started working with GetJar back in 2009, they were a small start-up run by incredibly ambitious senior executives working out of their kitchens.

Like many start-ups they believed that they had a killer business model. And others (like us) shared their vision and they managed to secure funding from investors who had a record for creating some of the world’s most successful start-ups (like Facebook).

Since then, we’ve worked to make them the ‘rock stars’ of the tech start-up scene and they’re often cited as one of Europe’s most successful start-ups, including being named as Wall Street Journal’s ‘Tech Top 25’, The Daily Telegraph’s ‘Tech Start-Up 100’ and WIRED magazine’s ‘Best 100’ most influential people in technology, to name but a few. We’ve also helped them win a cabinet-full of prestigious awards, which’s nice.

CHALLENGE: NO ONE’S HEARD OF US

Quite simply, the greatest challenge was that no one had heard of GetJar. In fact, apps were still quite a special interest topic, the reserve of people who were a little bit geeky.

We were tasked with positioning them as leaders for anything app related amongst:• Consumers – to drive app downloads from GetJar• Developers – to get the best content on to GetJar• Brands and publishers – to reach global audiences• Technology influencers and analysts – to create buzz

amongst the tech community to drive interest from investors

WHAT WE DIDOver the course of three years, we ran an aggressive, proactive communications campaign that created hundreds of opportunities for GetJar to be written about.This included:• Commissioning reports into the apps economy and publishing the

results• Securing speaking opportunities at high profile technology events

across Europe – averaging three per quarter and helping to cement GetJar’s position as a key centerpiece of the app ecosystem

• Hosting round-table discussions with influencers• Media tours with the CEO and CMO – averaging nine interviews per

quarter• Creative features placement in lifestyle press to articulate the broad

range of free apps available at GetJar (incorporating every news hook from music festivals to The Royal Wedding)

• Milestone news announcements (including the billionth app downloaded from GetJar) – averaging six announcements per quarter

• News commentary on anything apps related• An awards programme to create credibility and endorsement

RESULTS

On average, we secured over 125 pieces of coverage per month. GetJar became known as one of the world’s leading apps stores. Their CEO was even invited to speak to world leaders at the World Economic Forum meeting at Davos.

The publicity that was generated from the campaign helped

to secure $7m in Series B and $25 million in Series C funding.

GetJar is now recognised as the world’s largest free app store and is commonly cited as one of Europe’s most successful technology start-ups.

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