Context
The company had been around for a couple of years, but the business was under financial pressure. A large portion of the marketing budget was spent on search ads targeting broad keywords, generating free sign-ups rather than paying customers.
Insights
The platform was being marketed like a horizontal tool with broad appeal, but the actual audience was much narrower. The communication leaned into a playful, team-meeting frame. It attracted users with low commitment and a single use case in mind. A self-service model without proper onboarding or support organisation made retention even harder to sustain.
Execution
An audience can be Instagram followers, employees at a large company, or visitors at a shopping mall. I restructured the communication around defined use cases, each tied to a real scenario and a concrete goal. I reshaped the brand identity toward a more professional expression while keeping enough continuity to preserve recognition. The website was redesigned around demo bookings rather than self-sign-up. I developed pitch materials and approached agencies, studios and partners directly.
I also worked as CPO and led the development and design of new features to ensure the platform remained relevant and cutting-edge.
We want our {audience} to {action}
We want our partners to get more value out of their sponsorship.