Case Study for Mapbox
84
Media placements in 1-year
3
Media exclusives (CNBC Nightly News, Newsweek and WardsAuto) in 1-year
18
Proactive media interviews in 1-year
20
Proactive analyst interviews in 1-year
Background
Mapbox provides precise location data and developer tools to help change the way the world is navigated. Mapbox technology enables applications and experiences across automotive, travel and outdoors, retail, logistics and more. In fact, over 700 million people worldwide touch Mapbox maps each month. Mapbox selected Karbo Communications as a communications partner to assist with messaging and market positioning, to secure top flight media visibility, bolster analyst relations, and grow brand awareness that contributes to sales growth.
Objectives
- Position Mapbox as a differentiated and preferred solution that closes the location intelligence gap left by one-dimensional solutions
- Establish cohesive brand storytelling that increases awareness and fuels growth in key markets
- Build press and analyst relationships within the navigation ecosystem: automotive, logistics, mobile & cloud markets
Execution
Karbo Communications began by developing messaging and positioning that crisply highlighted market differentiation and began executing an aggressive media and analyst outreach program to build and strengthen key relationships. Karbo Communications recommended narratives to highlight the company’s momentum in key customer verticals and pursued proactive media and content placement opportunities. Karbo Communications contributed to the voice of the Mapbox brand through social media content strategy and development. To further elevate brand awareness and credibility, Karbo Communications developed strategic thought leadership platforms and custom storylines for Mapbox’s C-suite executives designed to amplify the company’s overarching brand narrative.
Results
Karbo Communications drove various news initiatives with highlights including a Newsweek exclusive feature announcing Toyota Motors North America selecting Mapbox as a navigation partner in April 2022; and a WardsAuto exclusive feature in June 2022 announcing the infotainment system Mapbox delivered to General Motors. When Mapbox partnered with and competed in the annual Rebelle Rally, an 8-day off-road trek across the Nevada-California desert, the agency strategically identified top-tier journalists and invited them to participate in the event garnering broadcast coverage on CNBC’s Nightly News with Shepard Smith as well as in automotive publications, a key vertical reaching a targeted audience for Mapbox.
Based on recommendations and submissions developed on Mapbox’s behalf, the company was recognized on Fast Company’s Annual List of the ‘100 Best Workplaces for Innovators’ and recognized as winner of the AutoTech Breakthrough Award for ‘Navigation Technology Solution of the Year’ for its EV routing technology.
Overall, Karbo Communications efforts resulted in 84 placements garnering 760,286,643 impressions. Media coverage and briefing opportunities were secured with broadcast outlets and publications like CNBC Nightly News, Newsweek, Forbes, Forbes Wheels, MIT Tech Review, TechCrunch, Auto Evolution, among others. Karbo Communications proposed proactive thought leadership campaigns for Mapbox executives, securing contributed articles in publications like VentureBeat, Supply & Demand Chain Executive, Automotive Industries and more.
Karbo Communications recommended and initiated proactive analyst relations efforts securing briefings with key firms like Forrester Research, Gartner, Omdia, 451 Research, CounterPoint and Wards Intelligence.
A sampling of media that have featured Mapbox:
