![]() ![]() This includes an approximate 5 per cent increase in product trials, and a 10 per cent increase in organic brand search in the UK. Read more How one global CMO is engineering a new technology brandīetween this and the additional work of Hootsuite's own social team across Instagram, TikTok and LinkedIn, Lower says she is now seeing the business effects of the campaign. The PR campaign generated more than 10 million unique impressions from 36 pieces of global earned media coverage, while a paid media campaign reached 19 million unique users and generated awareness with 1.7 million prospects. Since launching the rebrand and the integrated marketing campaign five months ago, Lower says Hootsuite has received great feedback from customers and the broader social audience. ![]() I saw the rebrand as an amazing opportunity to encourage brands to stand out and join the conversation, while highlighting the role Hootsuite can play in helping them do just that." Brands collectively have an opportunity to champion the power of social for good and lean into any fear or 'uncomfortability' they might have in showing up authentically. "I wholeheartedly believe social is an equaliser. "Living in a time where embracing vulnerability on social has become increasingly challenging, I’ve never felt more passionate about working through that on a personal level - and guiding customers to do the same on a professional level," she says. She was also ranked 16 th in the Outstanding 2022 Top 100 LGBT+ Executives list and holds a position as a board member of Grindr, the world's largest social networking app for gay, bi, trans and queer people. Lower has been a tireless advocate for the LGBTQIA+ community, for which she has won multiple awards. Read more Woolworths tops Australian brand value list Bunnings is the strongestįor Lower, however, the rebrand also merges her personal and professional philosophies. ![]() For that, her internal creative team came up with a new creative marketing campaign, ‘Your Guide to the Wild’. Lower's next priority was to position Hootsuite's customers at the heart of the rebrand. Prophet's work led to a revamp of Hootsuite's entire design system, from its logo, colour scheme, and font, through to its tone of voice, and even the personality of its mascot, Owly. "We had long acted as a B2B brand but, to reflect our customers’ demands and modernisation of the social space, we knew we would have to throw away B2B convention and become comfortable with a more modern, emotive and human brand," Lower says. This exercise uncovered a gap between Hootsuite's brand's perception and that of the modern social media space. Through our rebrand, we aimed to continue providing our deep expertise to our customers, but also taking it one step further – encouraging them to become fearless on social and providing the encouragement and guidance they need to do so."įor the Hootsuite rebrand, Lower called on the expertise of branding agency, Prophet, to undertake a stakeholder interview process to understand the company's market position. "We also know showing up this way – and taking a stand – can be intimidating. "We have acted as advisors and mentors to our customers from day one and know social media rewards authenticity, bravery, and creative courage," Lower says. Her goal for the rebrand was to show customers Hootsuite didn’t just get social, it was social, and hence the partner marketers needed to navigate this rapidly changing space. ![]()
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