We launched the Retail Media Thursdays series to distinguish Skai as a true thought leader and elevate our brand awareness to new heights with unique, engaging content.
Inspired by the pre-pandemic tradition “Media Thursdays,” where industry professionals met for end-of-week drinks, “Retail Media Thursdays” seeks to differentiate itself by bringing experts together in an unconventional pub setting.
This approach breaks away from the typical, uninspired B2B thought leadership content often found on LinkedIn. It also makes the series more relatable and engaging, allowing interviewees to share both their professional insights and their personalities.
Goal
To differentiate Skai in the crowded media landscape by creating engaging, industry-relevant content
Challenges:
Limited budgets for brand awareness, traditional content failing to engage audiences, and the necessity to differentiate Skai from competitors
Services
Creative conception, Art Direction, Creative Direction
RMT: One year later
Now 40 episodes later, Retail Media Thursdays has proven to be a resounding success, significantly exceeding initial expectations and goals. Not only has it fostered deep audience engagement, but it also has contributed substantial business impact. The series itself opened the doors to several new opportunities, contributing to over $600,000 in revenue (15X its cost)
But don't just take my word for it...
Sam Knights, CEO of SMG and the guest in this video, had this to say:
“My episode attracted a lot of attention when we posted it on LinkedIn, not only raising my personal profile but that of our agency. I even had clients who saw it then reach out to Skai themselves to see if they could be on the show after it aired! It has also opened new doors for collaboration with Skai.”
The further expansion of “RMT”
Building on our initial success, we expanded Retail Media Thursdays to maximize impact and engagement. We launched a Netflix-style hub on Skai’s website, introduced a monthly newsletter, and used LinkedIn influencer posts to boost visibility. Converting video episodes into podcasts made the content more accessible, while filming at industry events and the expansion to the US market tailored the series for a broader audience. This strategic growth ensures continued engagement and solidifies Skai’s position as a thought leader in retail media.
