Expand Twilio beyond its tech fanbase

The challenge: Expand Twilio beyond its tech fanbase to attract new customers (developers) and use cases from a broader business audience.

 

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Prove the Power of Code

After a successful IPO in 2020, Highwire developed a strategy to attract enterprise customers by demonstrating the power of Twilio in the hands of developers.

Highwire immediately secured top-tier profiles for Twilio CEO Jeff Lawson, positioning him as a developer first and CEO second. 

Showcasing Twilio as an innovator, Highwire dreamt up and helped develop Twilio Inspire, a series of apps tied to major news cycles that illustrated the power of the Twilio platform. 

276%

Highwire increased media coverage by 276% through the integrated campaign

1.6.6M

Through expanded awareness, Twilio reached 1.6M developers on its platform

Breaking down developer stereotypes

Highwire developed the Code is Creative integrated campaign to promote the creative side of coding and challenge traditional developer stereotypes. 

The campaign evolved into a core business message for Twilio to drive developer adoption of the platform.

 

Highwire landed results

Highwire's profile pitching resulted in a Forbes cover story which positioned CEO Jeff Lawson as "The Wizard of Apps" as well as top tier features in Fortune, Inc., Fast Company, Recode, and Business Insider.

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