CHALLENGE

• Adikteev had strong capabilities across two distinct products, but no unifying category tying them together

• External messaging focused on features and results, which made differentiation harder in a crowded market

• The company’s broader ambition wasn’t clearly reflected in how it was positioned publicly

GOAL

• The objective was to define what Adikteev uniquely owned in the market and align all teams around a single narrative.

APPROACH

1. Understanding current perception:

   We started mapping how Adikteev was perceived by the market today.

2. Identifying the opportunity gap:

   Rather than competing on incremental features, we focused on identifying an important problem Adikteev was uniquely positioned to solve, one that could unify both products under a single strategic narrative across all assets.

3. Activating the positioning through the founder:

   Once the category was defined, it was introduced to the market through founder-led content on LinkedIn. We leaned into a tone that matched the founder’s personality, using thoughtful, humorous content to make the positioning more human, memorable, and easy to engage with. 

   In parallel, we created a personal landing page designed to attract the right audience and open conversations around important shifts in adtech.

RESULT

• Before:

  -Multiple strengths, communicated separately

  -Great insights, but no time to share

• After:

  -An owned category and problem with one repeatable narrative

  -Thousands of impressions generated with consistent content