Upstream30x30 Brand Campaign
Brand Strategy | Digital MKTG+
How do you CULTIVATE A brand strategy & launch a new B2B APP?
We set out to develop a bold national campaign to drive awareness of Upstream, capture their 2030 vision, and inspire adoption of their many services, across a wide variety of audiences (from general consumers to retail and manufacturers). Selling circular economy solutions is a pretty complex, high-ambition task, so making it vision-forward, understandable, valuable, and accessible to our audiences was key to engagement and adoption, and that’s just what we did… Creating a light-hearted, compelling, values-centric halo campaign that was easily finessed for our specific audience types to ensure max efficacy and then executed in-market, multi-channel.
What We Delivered
- Developed a strategic foundation through comprehensive audits
- Held multiple stakeholder workshops to shape the foundational brand refresh
- Segmented our audiences and developed personas to guide our work
- Built a brand and campaign toolkit with a new brand identity system, viz ID, and platform
- Developed specific campaign plans for Chart Reuse — a new B2B product aimed at driving behavioral shifts and platform stickiness.
- Crafted three campaigns across brand, product, and growth marketing
- Delivered channel strategies, launch content, and communication plans
- Designed tracking and reporting systems to ensure continual optimization and business alignment for their extend use.
