Vainu

The problem

Vainu, a fast-growing SaaS sales intelligence company founded in Helsinki with four offices across Europe, came to Bear Icebox around the time it opened up its New York office in early 2017. While the company had captured large market shares across Europe, it was a new entity in the United States, launching a new AI-powered sales database and hiring a team in the U.S. The had a few goals in mind: adapt to the U.S. market, grow brand awareness, and generate local interest in the Vainu database Vainu had been looking for a nimble team adept with both the North American market and European brands. They turned to Bear Icebox to develop a public relations campaign that would hit these targets.

The solution

As a self-funded tech startup using machine learning in its platform, Vainu had an intriguing brand story to tell. And that name was interesting. We played up on the uniqueness of the name (Vainu, in Finnish, means “scent of the hunt”) to tell the brand story of how Vainu helps sales teams and companies on the hunt for the right leads find the right scents on the prospecting trail. With all that in mind, we developed the following strategy: Leverage a compelling brand story, focusing on Vainu’s unique value to sales teams, positioning Vainu as thought leaders, compiling data and, generating buzz to boost brand awareness.