Using AudienceIQ to create strategic comms campaigns


Crayon conducted industry research that revealed over a third of organizations face a lack of knowledgeregarding how to optimize their cloud spend. Hotwire was tasked with building a UK comms lead campaign on cost optimization.


Hotwire applied an insights-led approach, using intent data signals to uncover insights that aligned directly to the messaging pillars Crayon takes to market. The uncovered insights highlighted what content resonated most with the target audience. This allowed for the campaign messaging and stories to be developed around an insights based ‘sweet spot’ to increase media and audience resonance.

"At Crayon, optimization and customer centricity is in our DNA. We optimize for costs, cloud, and data and our data-led approach to providing technology solutions aligns perfectly with Hotwire. Their insights-led communications strategies, developed through their innovative use of intent data, has allowed us to accelerate our growth and strategically break into the UK tech media landscape.” - Vice President of PR & Communications Crayon, Melanie Coffee


Increase in UK media SOV


Total audience reached


Pieces of Thought Leadership coverage


Pieces of news coverage

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