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INSIGHT

For Cloudflare’s 1.1.1.1, we targeted privacy-conscious consumers who nevertheless were not able to secure their mobile phones. Gaining traction for an enterprise company among consumer audiences doesn’t mean you shy away from your roots. Instead, you should lean into them.

IMAGINATION

Focus on the story, not on the specifics of the product, but the more significant issue at play — protecting people’s privacy from the group still able to spy on your internet browsing: Internet Service Providers.

INFLUENCE

Started with industry influencers with a more technical background to gain credibility and expanded to more consumer and mainstream groups. From the initial launch to the release of the mobile app later that year, 1.1.1.1 was covered in 350+ stories ranging from The Verge and Fast Company to Forbes and Fortune as well as Lifehacker, CBS This Morning, Daily Dot, and Gizmodo.

INSPIRATION

Educate consumers directly on how Internet browsing works and how 1.1.1.1 protects consumer privacy for free. The launch resulted in more than one million downloads in less than three months.

 
 

INSIGHT

In order to speak to a person, rather than a company, we targeted “founders at startups” to connect to our specific demographics instead of focusing on the broader landscape of “tech companies.”

IMAGINATION

Empathizing with every founder’s desire to grow fast, we positioned Brex as a trusted peer and crafted a narrative showing Brex as a fintech disruptor taking down entrenched players to benefit fellow entrepreneurs.  

INFLUENCE

We staggered our fintech disruptor story throughout the year to create multiple opportunities to showcase how Brex was taking on Goliath while releasing new information, content, and kicking off an event series along the way. This campaign culminated in top tier media coverage from WSJ and NYT, multiple byline opportunities in TechCrunch and other founder-focused media, public OOH campaigns across San Francisco, and the launch of a podcast and blog series aimed at helping founders learn from each other. 

INSPIRATION

Established a platform for the CEO Henrique Dubugras to connect with founders and own the conversation of immigrant entrepreneurship in Silicon Valley. Hosted a series of events to help startup founders learn how to develop new products, successfully close venture rounds, and hire better talent.

 

INSIGHT

During the 2016 presidential election, we analyzed constituent groups, and identified the social-savvy, share-happy millennial vote as the top newsmaker.

IMAGINATION

Leveraging SurveyMonkey’s in-house research team, we built a national campaign targeting millennials centered around an engaging, real-time interactive electoral map. Anyone could become a pollster by cutting polling results state-by-state and toggling views by age, sex, income, race, education, gender, and even generation.

INFLUENCE

We developed profiles for top spokespeople around election forecasts and voter insights, and shared snackable data broadly while aligning with influential voices on Twitter and Instagram. Amidst a busy media cycle, we saw over 170 original articles and segments for a total of 1.2+ billion impressions, including MIC., PopSugar, Bustle, Seventeen, USA Today, Newsweek, The Atlantic.

INSPIRATION

SurveyMonkey became the brand with a pulse on the election’s biggest issues. The electoral map achieved virality with 10M+ social impressions including notable shares from Snoop Dogg, Bill Nye, January Jones, Jessica Chastain, Elizabeth Banks, Nate Silver, and more.

 

INSIGHT

Among the different audiences that use Furbo, we zeroed in on single millennials for the holidays--younger people who love their dogs, but feel anxious about leaving them at home during the travel season.

IMAGINATION

Create viral content, such as Santa’s Naughty List of most barking breeds, paired it with a media relations program that targeted reporters that were dog moms themselves, and finished it off with a program for gift guides, influencers, and features in consumer media.

INFLUENCE

Between Black Friday and New Year’s 2018, we secured over 500 pieces of individual coverage, including national broadcast features on CBS Sunday Morning and Telemundo, as well as writeups in Buzzfeed that hit the top of Apple News. 

INSPIRATION

We used Furbo’s data and product features to show dog moms that they don’t have to sacrifice their social life in order to be a good dog parent, all the while giving Furbo credibility to reach new audiences through their data on dog behavior.

 

INSIGHT

Aligning with Doctor On Demand's mission to make healthcare more accessible, we zeroed in on the women who are juggling a million things at once and might be neglecting their own health by prioritizing others above themselves.

IMAGINATION

It seems obvious, but based on our research it needs to be said: women can't take care of others until they take care of themselves. Our campaign, “Live Life Well,” championed mental and physical health for new moms, working women, and anyone who might be tempted to neglect their own health in the midst of juggling a million priorities.

INFLUENCE

We secured over 200 pieces of earned coverage including online publications such as Today.com, TIME, Bustle, Huffington Post, Parents, Romper, Elite Daily in less than six months. We also booked 22 broadcast hits reaching 14M+ viewers, driving home the message that mothers need self-care too.

INSPIRATION

The peak season for Doctor on Demand is winter during cold and flu season. Our challenge was to develop a cadence of content and news to highlight Doctor on Demand during the off-season and attract new users.

 

INSIGHT

Become the champion of small businesses across the country and expand our audience and tech coverage beyond Silicon Valley.

IMAGINATION

Showing small businesses we would go the “Extra Mile” for them by having the CEO go on a two-week road trip traveling in an RV to visit customers in 10 local markets and recognize their contributions to their communities.

INFLUENCE

Generated both national and local press coverage (24 regional hits and 4+ national stories) resulting in 104M+ impressions. Secured wins in USA Today, Business Insider, San Francisco Chronicle, Entrepreneur, CNBC, and more.

INSPIRATION

Drove customer engagement through social media, doubled followers on Instagram, created meaningful content for the SMB community and spread awareness for Gusto in the heartland.

 

INSIGHT

Engage directly with local neighborhoods and the concerns of the businesses impacted by sidewalk delivery robots to reveal the humanity behind a robotics company.

IMAGINATION

Craft a story and launch plan that positioned Marble as the “friendly neighborhood robot” with launch stories from local small businesses and restaurants. Unlike robots piloted remotely from outside of the city, Marble was based in San Francisco, and their executives walked the streets with the robots to meet the community.

INFLUENCE

Even against headwinds, media coverage of Marble has been broadly positive, and for the launch, we secured 58 pieces of original content, almost entirely in target top-tier business (Wall Street Journal, Fortune,) technology (WIRED, TechCrunch,) and San Francisco publications (SF Chronicle, KQED.)

INSPIRATION

Our neighborly message was reflected across the media, and when San Francisco was considering banning sidewalk robots, their neighborly message shone through and Marble was able to secure an exemption, unlike their out-of-town competitors. 

INSIGHT

Digging into data with Apartment List, we started looking at housing costs in the exurbs, and then started calculating travel times and costs or long commutes in high-cost markets.

IMAGINATION

We realized that we had a super-commuter in our office — one of our team members commuted from over 70 miles away, using a combination of road and rail to get to the office every day. We crafted a narrative using his personal story to create a personal connection to this larger trend.

INFLUENCE

Our team member recorded his commute and we used it as the basis for a large feature with CNBC, including multiple stories on CNBC.com, and national broadcast on CNBC and NBC. The story continues to be picked up a year later.

INSPIRATION

In one fell swoop, we strengthened Apartment List's position as the source of truth for all matter of real estate data. Using these bona fides, we have produced reports and driven conversations around topics as broad as partisanship among renters vs. owners to the most valued amenities in new housing. 

 

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