Devant.ai – Building a PR and marketing strategy for a tech startup

The client

Devant.ai brings the power of computer vision to automotive safety. Working with partners like Seeing Machines and attracting investment from Seven District and Ludvig Strigeus, Devant utilises visual effects technology to create synthetic data that’s used by machine learning developers to train, test, and validate computer vision tools.

By drawing on expertise in motion capture and 3D modelling practices, Devant is able to generate synthetic data to suit any and every real-world scenario. Typically, machine learning for computer vision technology is limited in its training material, with developers relying on photography and video shot in a short space of time. The challenge is being able to modify, iterate on, or add to those datasets to cover niche scenarios. In Devant’s research, minority ethnic groups and women were dramatically underrepresented in this training data – a gap that synthetic data could fill.

The brief

Grammatik was brought on board by Devant to establish a PR and marketing strategy for a tech startup. Communicating the concept and reliability of synthetic data would be crucial to the company’s success, while building a trustworthy tone of voice and brand guidelines would be needed to ensure consistency across owned and earned media.

Our focus would be around website content and launch PR, along with strategic advice for core marketing content such as branding, headshots, and positioning documents such as the mission statement.

The strategy

Working closely with the founders, we developed a multi-phased approach to their communications. We conducted a series of interviews and workshops with key stakeholders to build a clear picture of the company’s objectives and desired perception. This research formed the backbone of a comprehensive marketing strategy document detailing target markets, communications opportunities, and core messaging. By distilling the research into fundamental principles, we prepared a series of positioning statements and explainers targeted at each of Devant’s target verticals.

Following on from the research and strategy documentation, we prepared a series of SEO blogs for the new Devant website and wrote primary content for all initial pages. For a business that provides visual assets, their own imagery was of great importance. As such, we advised on the selection of stills for owned media channels and briefed headshot photographers for a consistent style that could be replicated anywhere in the world. Our team wrote a series of posts for social media that would accompany blogs and provide an initial push into brand awareness.

Finally, our efforts culminated in a company launch announcement that was picked up by 143 outlets around the world, giving Devant the opportunity to build on a solid communications foundation for future messaging and business development activities.

The results

143 PR hits worldwide

Complete marketing and PR strategy

Established communications foundation



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