Bergstrom Creative + Strategy

Bergstrom Creative + StrategyBergstrom Creative + StrategyBergstrom Creative + Strategy

Bergstrom Creative + Strategy

Bergstrom Creative + StrategyBergstrom Creative + StrategyBergstrom Creative + Strategy
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    • WordPress Brand Campaign
    • WordPress Explainer Ad
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    • A3: Make.Test.Learn.
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    • Home
    • Work
      • WordPress Brand Campaign
      • WordPress Explainer Ad
      • Amazon Creative Servicers
      • 1st Kindle Fire TV Ad
      • Amazon Music
      • Amazon India
      • T-Mobile Creation Center
      • A3: Make.Test.Learn.
      • Fire TV Brand Advertising
      • WordPress Social
    • Contact
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WordPress.com brand campaign

National TV spot

What would you do if you could do anything?   


There is a fundamental conviction at WordPress that there are lots of good ideas out there, and they can come from anyone, anywhere.  

Building from this and other insight, I led our internal teams and agency partners through the creation of a campaign that would boost an awareness that WordPress is more than just a blogging tool, and provide the motivation that you too can get started on your next big idea.


See the way our customers can "do anything."

Hylde Lysiak, Orange Street News

What would you do if you could do anything?  Meet Hilde Lysiak, who created her hometown's only newspaper when she was 8, and see how she's changing her world.

Stephanie Land, author of Maid

Meet New York Times best-selling author Stephanie Land and see how she's changing her world. Stephanie found her first audience on WordPress.com and worked her way out of poverty and into a book deal, word by word.

Bret Peters, It Get's Better Project

What would you do if you could do anything?  Brett M. Peters from the It Gets Better Project talks about the power of storytelling to spread his organization’s message. 

Pachamama Coffee

Meet Thaleon Tremain co-founder of Pachamama Coffee whose mission it is to connect growers directly with customers in the U.S. 

Hajj Flemings, Rebrand Cities

Rebrand Cities founder Hajj Flemings partners with WordPress.com and small businesses all over America to build their digital equity.

Annette Roche, Nappstar Braid Salon

What would you do if you could do anything? Melissa and Annette Roche found inspiration in their mother’s African braid salon to build a cutting-edge business.

Cole Shafer-Ray, Spelling Champ

What would you do if you could do anything? Cole turned his knack for words into a consulting business that helps others excel.

Gillian Whitcombe, The Sewcialist

Gillian wanted to build an online community where everyone would feel welcome.

Beer&Body Craft Beer Girls.

Kate Christensen, couldn’t find an online space to connect with other women who love craft beer — so she created it. 

Editorial Collaboration

I partnered with the in-house editorial team and brought them in to sit in on each interview to create written articles for a "do anything" content hub as part of the campaign.

Read the stories

Campaign insights and strategic north star

1. WordPress is a brand with a rich history and a compelling present.

  We need to leverage the legacy, goodwill for the brand, and what’s timeless about WordPress, but tap into the broader cultural moment that is happening outside of just our category. 

2. Our competition has similar products.

It’s a mature category, if we just talk about the platform, we risk just being seen as another web builder, because there are a lot of good website builders out there. 

3. There is lots of generic small biz work out there.

  If we just romance the passion of small business owners, we end up making “Earnest business owner” ads. We’ll elevate the strategy to a higher sense of purpose and shared mission between WordPress and customers. 

4. There is a role of WordPress as a partner.

It’s not just a website builder, still makes sense and pays off tangible benefits e.g. accessibility and better customer service.  

Brand North Star

  “WordPress helps people everywhere turn great ideas into even better realities.”

Credits

This strategy was built in collaboration between myself, members of Automattic Creative studio and rand team, and the good folks at Interesting Development.

Copyright © 2020 Bergstrom Creative

ALL RIGHTS RESERVED

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