Connecting reputation to revenue

When Twilio brought a new platform to life, it required an entirely new category. Highwire stepped in and worked with the Twilio team to center the category around a pillar campaign and help Twilio engage an entirely new audience.

Challenge

Twilio reimagined the role unified communications plays in customer engagement. This vision inspired a new technology platform and a new category for Twilio, Customer Engagement Platform (CEP). Defining that category required a new integrated communications approach to elevate brand awareness with global enterprise decision-makers.

Solution

Highwire centered on Twilio's annual State of Customer Engagement Report (SOCER) as a core pillar to define the new CEP category. We reimagined the SOCER report, which had previously been used purely as a media relations driver, into an immersive and precisely targeted campaign to reach enterprise decision-makers and a brand new audience in CMOs.

Strategy

We developed and launched a multichannel strategy, taking the campaign across owned with a brand new microsite and social assets in nine languages. This resulted in a significant increase in industry awareness and a direct impact on business results.

Campaign results

215+

Global earned
media articles

270%

YoY increase in
social engagements

329%

YoY increase in
organic social traffic

Campaign details

With personalization at the core of the report findings, individualized aspects were woven into an ungated six-page website which explained the five core insights, along with supporting data that visitors could filter to match their own interests with comparisons between countries, regions and demographics. Available in six different languages, this interactive experience lets readers explore findings and analyze the data like never before.

The team also created more than 30 social media assets to amplify the report — each speaking to a specific enterprise decision-maker pain point and translated to six different languages.

Twilio’s CEO Jeff Lawson and Chief Customer Officer Glenn Weinstein were deployed as spokespeople to communicate the urgency of customer engagement as a top business priority and point to Twilio’s role as a leader within that category — and the expert to help companies navigate the coming changes.

Reaching the target audience

The 2022 State of Customer Engagement report campaign reached a potential audience of 67M from press and organic social, including the articles featured below.