#DareToGrow Stories Campaign

Team

Gavin Flood Marketing Director
Kevin Garcia Head of Product Marketing
Jesse Vaughan Head of Creative (Brand & Design)
Brand and Design Team (direct reports)

  • Staci Degagne Associate Art Director

  • Giulianno Lopez Sr. Copywriter

  • Stephen Fishman Contract Motion Graphics Artist

  • Sara Roma Contract Illustrator

  • Alex Fletcher Contract Director of Photography & Camera Operator

  • Dave Malloure Contract Camera Operator

Focus

Campaigns, Brand Development

Timeline

Q2 2018 - 2019

Overview

  • First brand focused, top of funnel campaign

  • First creative-led marketing campaign

  • Extension of the rebrand project

  • First dive into customer-centric storytelling and developing a narrative framework

  • Still ongoing in 2019

Deliverables

  • 15 videos across NAMER, EMEA, and APAC

  • Landing pages and ads to support paid promotion

  • 3 upcycled vertical-specific videos to launch 5/7

  • Blog posts to support all content launches

Learnings

  • When given a solid brand foundation, we can create a narrative that is both emotionally captivating and resonant with our ideal customer base.

  • This knowledge and experience can apply to broader, more everyday marketing problems such as developing brand message consistency, creating authentic customer empathy, and crafting a distinct brand voice.

Results

  • +95% site visitors

  • +65% account signups

  • +23% 14 day activations