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.