Marketing & project lead for Asana's first brand awareness campaign: managed overall strategy, out of home & digital advertising, site development, social strategy, blog content, email campaigns, local marketing, events, and PR.
Asana is the easiest way for teams to track their work—and get results.
As Asana’s product reached it’s third anniversary, we developed a corporate brand campaign that celebrated and leveraged the diversity of Asana’s customer base. We partnered with companies across multiple industries, from e-commerce to media. Our goals were to:
drive brand awareness
expand Asana's audience by tapping into the audiences of featured companies
build a dialogue and engaged community around #withAsana.
We wanted the creative to be effective on it's own, but it was especially powerful when viewed as a series. Our animated display ads, for example, rotated between multiple teams and we switched the creative on our San Francisco billboard once a month to showcase a stream of local companies that used Asana.
Taking it on the road
The #withAsana campaign was also our first foray into local marketing, and we launched a campaign in Austin, Texas featuring local brands.
We launched geo-targeted email campaigns, display ads on local media outlets, and billboards around the city.
We saw a lift of web traffic & sign-ups in Austin over the course of the campaign. Our biggest day on social was the day we gave out free kimchi fries with a local food truck that used Asana for menu planning...
Giveaways + Swag
We celebrated customers and encouraged folks to share their stories with a #withAsana contest. We filled prize boxes with cool stuff made by teams that used Asana. Colorful offices supplies from Yoobi and caramel Rip Van Wafels instead of another tech t-shirt? Yes please.
The best part...
When we launched the campaign, we saw hundreds of people talking about the neat stuff they were doing #withAsana on social. The hashtag helped build brand awareness, discover new customer stories, and became a huge source of internal pride.
A big thank you to Casey Martin, Amanda Buzard, Jim Renaud, & Alex Estrada: some killer designers that I had the pleasure of working with on many iterations of the campaign. And a shoutout to Josh Torres, who kept the hashtag momentum up social over many years.
Design Studio is a London & SF based creative agency who was instrumental in helping us bring the initial concept to life through the mad-lib creative.