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HUBSPOT
B2B SaaS PLATFORM Agency: VaynerMedia Role: Creative Director The Challenge: HubSpot is a B2B SAAS platform with a range of CRM solutions. With a business-focused software service, the danger is that the social content comes off as too dry or boring. The Solution: as the upstart rival to Salesforce, we decided to position HubSpot as the younger, savvier brand. To appeal to hardcore fans of the software and also attract new audiences, we leaned into pop culture trends and social memes. For example, we created fake product ads for things like HubSpot Stress Reliever pills and a HubSpot Revenue Boosting energy drink. This let us capture the benefits of using the business software in an engaging, upbeat, fun style. We also created content showing people the power and ease of the AI features. As Creative Director, I co-lead the team that landed the account, then oversaw a large team of social creators. Plus, I conceived, wrote and produced social assets including those shown here. |
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Pop Culture Moments: HubSpotify Wrapped
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We created a Spotify Wrapped themed carousel, riffing on all the time and energy that the HubSpot platform can save you.
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Explainer Videos
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We made a series of how-to videos about HubSpot's AI tech. In this video, we focused on a simple, relatable situation: your team is talking too much on sales calls instead of listening to the client. The AI technology will point it out, letting you improve your sales coaching. This video co-created with creator Tylre Burman.
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Text Only Posts
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I wrote a series of text-only posts riffing on themes relevant to the HubSpot business audience, such as the pressures surrounding Q4 year-end sales quotas. I even created a seize-the-day "There is no Q5" slogan which became a rallying cry we reused across various assets. With reactions in the 600-1000 range and comments in 30-40 range, these ranked among the most popular HubSpot posts. |
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Event Recaps
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We covered various HubSpot events, like the Inbound conference, and posted tons of content featuring the fans and attendees learning about the power of HubSpot's CRM products. This video co-created with creator Gemma Cunningham.
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