{"id":28477,"date":"2022-11-11T07:25:00","date_gmt":"2022-11-11T07:25:00","guid":{"rendered":"https:\/\/prophet.com\/?post_type=case-studies&p=28477"},"modified":"2023-08-23T20:33:07","modified_gmt":"2023-08-23T20:33:07","slug":"hootsuite-2","status":"publish","type":"case-studies","link":"https:\/\/prophet.com\/case-studies\/hootsuite-2\/","title":{"rendered":"Hootsuite"},"content":{"rendered":"\n
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CASE STUDY<\/strong><\/h2>\n\n\n\n

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Hootsuite<\/h1>\n\n\n\n

Redefining an iconic social media brand<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Challenge<\/strong><\/h2>\n<\/div>\n\n\n\n
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Hootsuite is the leading social media management provider with millions of users around the globe. As the world\u2019s first social media management\u202fplatform, it has been on the pulse and at the forefront of how people use social media for over a\u202fdecade.\u202fHowever, since the company was founded, the industry Hootsuite pioneered has expanded and evolved\u2014becoming crowded, noisy and diluted. As social\u202fmedia matured and became an environment of instant feedback, hot takes and influencer culture,\u202fconversations around mental health challenges inherent in the space began to\u202fbubble up.\u202f\u200b<\/p>\n\n\n\n

\u200bCatalyzed by organic growth and key acquisitions of companies like Heyday and SparkCentral, Hootsuite\u202fneeded to reassert its category leadership while expanding its frame of reference to include growing capabilities around social marketing,\u202fcommerce and care. It also needed a way to show how it intends to mitigate the\u202fnegativity and challenges of the channel\u2014using its position as a leader to show a\u202fbetter way forward.\u202fAs a result, Hootsuite partnered with Prophet to create a refreshed brand strategy and\u202fidentity.\u202f<\/p>\n<\/div>\n<\/div>\n\n\n\n

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Solutions<\/strong><\/h2>\n<\/div>\n\n\n\n
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We started with a robust evaluation of the competitive set, conducting\u202fmethodical audits in tandem with stakeholder and customer interviews to\u202funderstand what made Hootsuite\u2019s products and people unique.<\/p>\n\n\n\n

Inspired by Hootsuite\u2019s expanding capabilities and its values-driven, positive organizational culture, we identified an opportunity to elevate the entire category of social, dismantling the tradeoff between using social for-profit and social for positivity. \u200bWe crystallized the strategy\u202fby articulating a new purpose: \u201cWe\u202fbelieve in the power of social to uplift people and ignite brands and business.\u201d \u202f<\/p>\n\n\n\n

We designed a refreshed take that would break Hootsuite free from the sea of sameness, both in the way the brand looks and speaks. Hootsuite is a brand that seeks to uplift, amplify and delight, and its longtime icon,\u202fOwly, needed to play a critical role in the evolution of the brand. We worked with the team to appoint Owly\u202fas Hootsuite\u2019s new chief connection officer, the anthropomorphism<\/em> of the brand\u2019s tone and tenor.<\/p>\n\n\n\n

For the verbal identity, we knew we needed to express the next generation of\u202fsocial maturity in a unique way\u2014by demonstrating Hootsuite\u2019s expertise, not just claiming it. To help Hootsuite stand out in a sea of simple, conversational voices, we leaned into its warmth and personality, largely via Owly, helping its new voice shine with a playful, mischievous edge and a touch of Canadian colloquialism to signal its roots as a\u202fVancouver-based company.<\/p>\n\n\n\n

\u200bVisually, we designed an Owly glow-up, expanding \u202fOwly\u2019s\u202fappearance\u2014optimized for the logo mark\u2014to a full body with poses. For the\u202ffirst time,\u202fOwly\u202fcould emote, react and empathize, emulating the feelings of both Hootsuite and its customers. We paired\u202fOwly\u2019s\u202fplayful, flat\u202fillustration with a funky wordmark (based on \u201cAdieu\u201d by Good Type Foundry) and a\u202fdaring, nature-inspired color palette. We specifically crafted these core elements\u202fto feel human, tactile and warm to buck the glossy, pastel artifice common\u202facross the industry. However, this is a modern, visionary brand, so we balanced\u202fthis friendliness with a sharp, dynamic design system. \u202f\u200b<\/p>\n\n\n\n

Emphasizing rhythm, momentum and transformation, the new system reflects\u202fthe energy of the social\u202flandscape\u202fand the positive impact Hootsuite has on\u202forganizations, consumers and society.\u202f\u200b<\/p>\n\n\n\n

Finally, equipped with the new strategy, visual and verbal identity, we partnered with the Hootsuite team to create value propositions for their emerging capabilities around social commerce and care, bringing the brand\u2019s DNA into cutting-edge new offerings to resonate with existing and new buyers alike.<\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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Results<\/strong><\/h2>\n<\/div>\n\n\n\n
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Hootsuite\u2019s new brand launched to much excitement. Adweek explored the rebrand with a full feature article, while other outlets around the globe from Mexico to Spain and the UK to Australia covered the transformation resulting in millions of brand impressions to date. Hootsuite\u2019s employees are enthusiastically embracing the brand\u2019s new identity, posting on social with a passion that burns bright as they disrupt the industry all\u202fover again. \u202f\u200b<\/p>\n\n\n\n

Within 60 days of the brand relaunch, 36 pieces of global earned media coverage have resulted in a total reach of over 10 million unique monthly views. In the same period, the brand’s launch campaign reached 19M unique users, generated awareness with over 1.7M prospects (brand lift), influenced 528 conversations and delivered over 94M impressions.<\/p>\n\n\n\n

This award-winning work was recognized by Fast Company in its 2023 Innovation by Design Awards in the Best Branding<\/a> and Enduring Impact<\/a> categories and as a Silver winner in the 2022 North America Transform Awards<\/a> for \u201cBest use of copy style or tone of voice\u201d and \u201cBest brand evolution (business).\u201d<\/p>\n\n\n\n

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Impact<\/strong><\/h2>\n<\/div>\n\n\n\n
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10M+<\/p>\n\n\n\n

unique monthly views within 60 days of brand relaunch<\/p>\n<\/div>\n\n\n\n

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1.7M+<\/p>\n\n\n\n

prospects (brand lift) within 60 days of brand relaunch<\/p>\n<\/div>\n\n\n\n

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94M+<\/p>\n\n\n\n

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