Dianne Semark | Creative Director

Founded in 2008, Hootsuite was at the vanguard of the creation of social media management. Today, the future of social is realized through creating connections across commerce, conversational AI and customer care. While Hootsuite was fully invested in those three pillars, the time had come to bring the Hootsuite brand to life in a visually distinctive and strategic way—to position Hootsuite to stand out now and in the future.

After an in depth creative process, in July of 2022, we launched a rebranded Hootsuite with a revitalized story, fresh visuals, sales tools, and a website that connects with customers and leads the way with purpose. We even gave our mascot a makeover.

This is a small selection of some of the work I designed and directed, in collaboration with a team of incredibly talented designers, writers, animators, video producers, editors, production designers, project managers, and marketing specialists. #onewildride #dreamteam

RESULTS

Business/Perception
• 10% increase in organic brand search in the UK and a 9% increase in the US.

• When surveying exposed users, the campaign lifted awareness among 6.7M prospects and purchase consideration among 1.4M prospects, while delivering a lower “cost per lift” than any campaign in Hootsuite’s history.

• At the five month point, we’re starting to see the long-tail business effects of the work, with an ~5% increase in product trials (standard at the 5-6 month-point).

• Rebrand assets engaged YouTube audiences at a 64% higher completion rate than the SaaS/Marketing benchmark.

Campaign
• In the first 60 days, our PR campaign generated over 10M UMV (unique monthly visitors) from 36 pieces of earned media coverage, including an exclusive full feature article in AdWeek.

• Our paid media campaign reached 19M unique users, generated awareness with over 1.7M prospects (brand lift), influenced 528 conversations and delivered over 94M impressions.

• In the first two weeks, our social campaign generated 24.2K views and 10.5k engagements on Instagram; 30k views, over 3k engagements and a 50% increase in follower count on TikTok; and 192K impressions, 10.5K engagements and 8.4K clicks on LinkedIn.

• Following launch, the TikTok influencer video created with Emily Zugay (logo redesigner) was tied as the most viewed/liked post on our TikTok with 1.8M views (additional to above).

The end-result: A campaign unlike any B2B strategy you've ever seen—one that focuses less on pure product features or rational reasons to believe, and instead draws you into the wild world of social media.

Shorty Awards (2022)
Gold Honor, Rebrand Campaign

Transform Awards NA (2022)
Silver: Best Brand Evolution (Business)
Silver: Best Use of Copy + Tone of Voice