WordPress powers more than 33% of the web and is the industry leader across developer and SMB communities alike. With competitors gaining market share, WordPress.com needed to refresh its brand positioning in order to appeal to its target consumer as well as show off its key differentiators. With an upcoming brand campaign, WordPress.com also needed to build out its social strategy in order to maximize distribution and ensure they had a pulse on their target consumer.
We immersed with the WordPress.com team in order to understand the perspectives across key brand stakeholders. From there, we produced a Brand Audit, which included industry analysis, market competition, user personas, a user journey, and an extensive evaluation of WordPress.com’s audience motivations. This foundation was then used to build differentiated brand positioning for WordPress.com.
Our team also took over social media across Facebook, Instagram, Twitter, and LinkedIn to extend the brand storytelling across relevant channels. On Instagram alone, we increased WordPress.com’s following organically by 40% over 6 months, and their average engagement rate increased 2,000% YoY.
“You have helped us make more progress in the short time we've had together than the team has had in years. I look forward to seeing how we can partner on more work.”
- Michelle Broderick, SVP of Marketing, Automattic