Our primary objective was to increase brand awareness of Loom in the UK tech, business, and enterprise market – where it had not yet built a footprint and where larger players like Microsoft and Slack were driving the majority of conversations.
We were also tasked with:
- Positioning the company as a key driver behind the increasingly dynamic and fast-paced modern work movement
- Leading and educating the UK market on the topic of asynchronous video, which was yet to reach its full maturity
- Getting Loom into the minds of CIOs and CHROs who have varying degrees of tech knowledge
To achieve these goals and help Loom unlock the potential of video at work, we developed unique and inspiring industry-specific content strands that demonstrated how it addresses the key modern work challenges facing different UK customers in HR, technology, and marketing.
We moved away from product specific messaging and instead, elevated the conversation by focusing on the business benefits of async video and weaving in bold opinions. This included topics such as managing hybrid teams and how consumer behaviour trends are reshaping workplace cultures.
We also aligned with journalists’ agenda by attaching Loom to current events and hot topics – such as the UK’s productivity crisis and The Great Resignation – in order to generate timely media opportunities that gave Loom a voice in wider industry conversations.
Finally, we used data to add credibility to Loom’s story and position Loom as the perfect partner for businesses as they navigate hybrid work environments.
