HubSpot

HubSpot needed to find a way to stand up against steep competition like Salesforce who had bigger budgets and larger SOV. Our brief was to help the brand breakthrough in the B2B space without breaking the bank. We thought beyond the typical codes of B2B marketing and wanted to reach the B2B community in an H2H (human to human) way, while appealing to the emotional side of the benefits that enterprise software can bring to the workplace. We updated HubSpot’s social strategy, launched their TikTok channel and stood up an influencer/creator program consisting of external creators and internal employees to continue bringing the human-centric strategy to life.  

We launched their TikTok channel with the creative platform “Good Boss Energy” as a positive pivot to the predictable negativity flooding #CorporateTikTok and shifted the conversation to all things that make you (and your business) grow. 

Initial Results:

• 34.2M+ Views of #GoodBossEnergy (TikTok launch campaign)

• +19% Engagement Rate QoQ

• +25% Perception Rate QoQ

• +163% Instagram Audience Index MoM