Kajabi
Service
Corporate PR
Industry
SaaS, Creator
(Overview)
Kajabi is an online platform for creators to develop, market and sell digital content - earning an income from any topic, from bee keeping to business. At the beginning of 2023, despite an annual recurring revenue of $100m+, Kajabi’s earned Share of Voice (SoV) was less than 1% compared to its competitors. Over 18 months, R. Agency developed and delivered a programme of corporate profiling, integrated campaigns, business storytelling, case studies and newsjacking to increase SoV to 29% and set the business up for continued success.
(Project Details)
For creators, one of the biggest hurdles in building a steady income is the social media platforms themselves, where they are at the mercy of ever-changing algorithms, payment schedules and posting rules. Kajabi allows creators to manage and monetise their own communities away from these platforms, and this is a key theme in R. Agency’s strategy. The strategy is brought to life via thought leadership content (including speaking out against the platforms), case studies of successful creators, data and insight campaigns, corporate storytelling and product announcements.
In 2023, despite an annual recurring income of $100m+, Kajabi’s earned media presence was low. The brand tasked R. Agency with increasing their share of voice to position Kajabi and its executive team as thought leaders in creator commerce, helping them to attract new creators onto the platform and retain existing creators by demonstrating opportunity, community and product.
Results
Since R. Agency was onboarded in 2023, SoV has increased to 29% (against three leading competitors). Coverage volume has increased by 42% and reach by 45%. Positive sentiment now sits at 88%. For the first time the brand has secured Kajabi-in-the-headline coverage in top-tier titles, including Fast Company, Forbes, TechCrunch and Business Insider, and appeared at SxSW and VidCon. Every 24 hours, creators earn over $5 million through Kajabi, with the average creator taking home $37,000 annually. In 2024 the brand is on track to deliver $9bn gross merchandise value (GMV) to its creators.
