280 pieces of earned media coverage
Hundreds of conversions
1+ million video views
Dialing Up a New Brand Foundation
When an incubator inside a multinational technology company was ready to launch a new SMB product built on artificial intelligence, it called on Alloy to create an entire brand identity and marketing foundation in only 4 months in order to launch by Small Business Week.
Despite a crowded field of competitors, our goal was to build this product into the premier small business phone technology by gaining a deep understanding of customers and developing an engaging customer journey. We knew SMB owners were wary of AI and afraid of de-personalizing the customer service experience with tech, so our messaging had to be assuring.
Answering with an Integrated Marketing Strategy
After researching our personas and creating a spirited, yet affirming messaging suite, we went into stealth mode to seed the market prior to public launch. We used social ads to test headlines and imagery, so that when we officially launched, we would be leading with the most impactful content.
On launch day, our media, content, organic social, paid and video campaigns made an immediate splash during Small Business Week. Then we maintained the momentum with a series of case studies, influencer partnerships, email nurture campaigns, product updates and more.
Ringing in the Momentum
SMB owners began buzzing about the new brand, with hundreds of ad conversions, more than 1 million video plays and 280 pieces of earned media coverage. Despite SMB’s hesitations around AI, 95%+ of conversations were positive, and social engagements were more than 50% higher than average.
Once momentum built, we throttled organic traffic up by 477%, helping to reach prospects as they searched for solutions to their challenges.
Ultimately, Alloy successfully launched an SMB tech product during one of the busiest times of year thanks to our strategic marketing plan – propelling the brand to handle hundreds of thousands of calls per day.