Case Study: Boosting Brand Awareness
Challenge
Despite being a global leader in cloud communications, RingCentral had low brand recognition in international markets, limiting its ability to compete with other international players.
Strategy
- Built brand messaging and strategy based on local audience insights and market research
- Developed a multi-channel brand awareness campaign integrating content marketing, media partnerships, SEO, social media, podcast advertising and live events.
- Included a thought leadership programme featuring executive insights and market trends.
- Localised messaging and content to resonate with audiences in key international territories.
Execution
- Managed a $1.5M annual budget and an international team to execute strategic brand campaigns.
- Partnered with leading industry publications to place high-impact guest articles.
- Created a robust employee engagement programme, aligning internal teams with brand messaging.
- Conducted and tracked organic social media activity to maximise engagement and build digital brand profile.
- Tested, tracked and optimised messaging, content design and CTAs on social media to improve engagement.
Results
- 56% increase in brand consideration across international territories.
- Doubled organic social engagement within a year.
- 11% increase in organic web traffic on branded search terms.