Brand Strategy, Content Creation, Content Strategy
The Client
Dialpad is a communication software solution that allows organizations of all sizes to host their phone system, contact center, and conferencing needs in the cloud.
Services
Brand Heart, Brand Messaging, Personas, Video
In anticipation of Dialpad’s new VoiceAI product launch, we came on board to create a brand strategy, content strategy, and supporting content that would increase awareness and effectively communicate the product benefits.
We started with a brand strategy refresh to articulate and clarify Dialpad’s Brand Heart (purpose, vision, mission, values) and personas. With this aligned foundation, we crafted key messaging to help Dialpad deliver a consistent story across touchpoints, centering on the tagline “Make Smarter Calls.” Always eager to spoof office culture and corporate jargon, to lead Dialpad’s content campaigns we pitched and created two humorous videos spoofing the challenges of calls and highlighting the product’s unique benefits: note-taking during meetings and automating voice communications. This approach made the brand more engaging and relatable, allowing Dialpad to showcase both their personality and product in one entertaining package.
Experimenting with a more lighthearted campaign proved fruitful, as both videos garnered fans around the Internet with 300,000+ video views (and both were named Webby Awards honorees in the “Branded Entertainment Scripted” category in back to back years – 2019 & 2020). Best of all, our established brand strategy and messaging framework empowers the Dialpad team to craft a variety of content, from video to infographics, that is on-brand and aligned with the brand’s larger story.
Going forward, the messaging framework will allow Dialpad to craft a variety of compelling content, from video and ebooks to infographics and sales enablement collateral, and cultivate relationships with their target audience across touchpoints.
I can always count on the team from Column Five to come up with great ideas. Working on these videos together proved no exception. I love what we came up with together. From the initial ideas through execution, the process was great—collaborative, fun, and with both people from both sides constantly pushing the group to make the end product better. I’m really proud of how these videos turned out.
Keith Messick
CMO
