![]() ![]() Hootsuite is a brand that seeks to uplift, amplify and delight, and its longtime icon, Owly, needed to play a critical role in the evolution of the brand. We designed a refreshed take that would break Hootsuite free from the sea of sameness, both in the way the brand looks and speaks. ![]() We crystallized the strategy by articulating a new purpose: “We believe in the power of social to uplift people and ignite brands and business.” Inspired by Hootsuite’s expanding capabilities and its values-driven, positive organizational culture, we identified an opportunity to elevate the entire category of social, dismantling the tradeoff between using social for-profit and social for positivity. We started with a robust evaluation of the competitive set, conducting methodical audits in tandem with stakeholder and customer interviews to understand what made Hootsuite’s products and people unique. It also needed a way to show how it intends to mitigate the negativity and challenges of the channel-using its position as a leader to show a better way forward. As a result, Hootsuite partnered with Prophet to create a refreshed brand strategy and identity. Catalyzed by organic growth and key acquisitions of companies like Heyday and SparkCentral, Hootsuite needed to reassert its category leadership while expanding its frame of reference to include growing capabilities around social marketing, commerce and care. As social media matured and became an environment of instant feedback, hot takes and influencer culture, conversations around mental health challenges inherent in the space began to bubble up. As the world’s first social media management platform, it has been on the pulse and at the forefront of how people use social media for over a decade. However, since the company was founded, the industry Hootsuite pioneered has expanded and evolved-becoming crowded, noisy and diluted. ![]() Hootsuite is the leading social media management provider with millions of users around the globe. ![]()
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