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Case Study: Boosting Brand Awareness

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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.