Powwownow

In a crowded marketplace, conference call specialists, Powwownow have cultivated a brand personality that positions them as the punchy and atypical alternative. The challenge is to take that personality and develop a social media strategy that aligns their tongue-in-cheek persona with corporate customer acquisitions.

The strategy centres round the Love/Hate Travel social media campaign; a microsite and campaign-specific social media estates, which drive awareness and encourage engagement around the shared pain point of commuting.

After building initial awareness and reach around the pain point, the strategic focus of the campaign shifts to the 'solution' - Powwownow itself - to build brand advocacy and drive sales.