Building reputation: VisualDNA

VisualDNA uses visual quizzes to create digital profiles of people: free personality quizzes that help people to understand themselves better, and can also be used help businesses to understand people online.

Screen Shot 2014-01-07 at 10.38.11

Despite having been established in 2006 VisualDNA has kept a low media profile – engaging in virtually no proactive media relations between 2009 & 2012.

The company has been growing in size rapidly since mid-2012 and now employs around 120 people, most of whom are based at its Shoreditch office.

In addition to a large tech team, the company employs psychologists and data scientists to develop the quizzes, and convert them into data for three main commercial markets – media (targeted advertising), web analytics, and financial solutions.

As a data provider, VisualDNA has two main points of difference:

  • ‘psychographic’ audience profiling – the ability to segment an online audience by personality or ‘emotive’ traits such as extraversion or neuroticism.
  • high-quality UK data: due to partnerships with UK offline data companies such as CallCredit, the depth and detail of the first-party data collected from quizzes, and its large UK cookie footprint

Initially consulted on how to manage media relations for the launch of a new consumer product, I continued to work with the company part-time to deliver a comms strategy covering media relations, digital PR and events – raising the company’s b2b profile as a data provider with a point of difference by;

  • establishing a company blog and editorial programme for it
  • creating news & writing content/ opinion pieces for media
  • hiring and managing UK & US PR agencies to support a product launch and ongoing media relations activity

Having hired UK adtech/ media PR specialists Propeller Group in May, VisualDNA achieved 22 key pieces of coverage between June & December 2013, including The TimesThe GuardianThe DrumRealBusinessMediaTelCampaign, Marketing Week (letter) (data story), M&MGlobalEliteBusinessThe MakegoodPerformanceInExchange WireFigaro DigitalDataIQ QuarterlyRetail Week,  Daily MailAdotas and Media Post.