Helping world-first tech break through a cluttered market

 

wiGroup is a platform provider specialising in point-of-sale (POS) integrated mobile transacting. Its proprietary wiPlatform enables retailers and businesses in hospitality to accept any form of mobile currency or transaction type – from mobile money, vouchers, coupons, mobile loyalty and reward – at their POS through a single integration.

Since launch in 2010, wiPlatform has been integrated to approximately 40,000 till points across South Africa and has processed more than R1.5bn in transaction value.

wiGroup called on DUO to assist it with its brand elevation efforts, starting with a traditional PR campaign focusing on building awareness through feature articles in industry-leading publications, and evolving to include a broad-reaching content marketing and social media campaign to reach key influencers.

Objective
To create awareness around the wiGroup brand as well as the business value of their offering among key audiences in the retail, brand, agency, banking, mobile payment and developer markets.

Results
From month one, media were eager for news about wiGroup, with a profile of CEO Bevan Ducasse appearing in leading weekly financial magazine Finweek. Since then wiGroup has been featured in nearly every substantial South African business and technology publication, including Financial Mail, Entrepreneur, Mail & Guardian, IT Web, iWeek, MyBroadband, Ventureburn, Bizcommunity and many others.

But to reach the key decision-makers in agencies and illustrate wiPlatform’s value to their clients, a different approach was needed. DUO worked closely with wiGroup to produce a content marketing strategy that focuses on understanding the wiGroup audience and speaking to their needs.

Social media management, production and distribution of infographics and video content, and writing blog posts now form part of DUO’s monthly delivery. Reaching the busy agency decision-makers needs a multi-pronged approach and a powerful content marketing campaign was recently introduced to help amplify the traditional PR content.

Highlights
A recent infographic detailing the mobile in-store transacting ecosystem appeared in many industry publications and was widely shared across social media channels. Earlier in 2013, wiGroup featured in a cover story for Engineering News titled ‘Shopping with your phone’.