Aug 3, 2018
remember the episode in which Homer is
jubilant about "new billboard
1995 episode happened long before digital marketing became an
obsession that in some circles rendered outdoor obsolete. Well
Homer Simpson has a new comrade in arms with Janine Pelosi, the CMO
at Zoom, at least when comes to the appreciation of outdoor
past 18 months, Pelosi and Zoom put forward the simple but powerful
message "Meet Happy" to build awareness of their online meeting
platform. Then they shared it
world, but not just through ads on
Facebook, LinkedIn and Google.
heavily in billboards
and transit ads across major
US and European markets.
The results? 100% year over year revenue growth. 135% year over
year user base growth. 1600% growth in weekly web traffic. That
Simpsons gag was released in 1995, but Janine's team is proving
that billboards and outdoor advertising can still be powerful, as
long as the message is right.
this episode, Drew and Janine talk about effective, honest
messaging and how to broadcast it to the world. Janine talks
through Zoom's success, its challenges, and her high-level thoughts
on the role a CMO should play, especially in being an advocate for
Learn from Janine’s journey at Zoom by listening to this
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What You’ll Learn
Zoom’s latest brand awareness campaign is “Meet Happy,” and it
works wonders without digital marketing
With over 700,000 businesses using Zoom to meet virtually,
Janine and her team realized that meetings were a critical piece of
modern business. They sought out to create a brand awareness
campaign that would generate demand in a unique way. That’s why
they stayed away from typical digital marketing strategies such as
Facebook ads. Instead, they put outdoor marketing pieces across the
world on buses, billboards, taxis, etc.
The “Meet Happy” campaign speaks to so many prospects because it
encourages a positive emotion and interaction with a product.
Delivering happiness and great meeting experiences are what Zoom
does best, and it shows.
Generating demand is one thing, delivering on a promise is
another. Zoom succeeds at both!
The “Meet Happy” campaign simply generates demand. It doesn’t
capture that demand and turn it into leads and sales. For capturing
the demand, Janine still relies on digital tools. By using this
form of promise-based marketing, Janine creates positive
connections with prospects even before they visit Zoom’s website.
Their team follows through on that promise by always focusing on
perfecting their product and having exceptional customer
Internally, the Zoom team keeps “be happy” as a company culture
pillar. It focuses everyone around a central mindset and has bonded
the team together as they grew.
Janine shares her main ideas for successful marketing, company
culture, and innovation
At Zoom, having a supportive CEO is one of the biggest
ingredients in their “secret sauce” of success. Janine explains
that without the support and encouragement of top company leaders,
organizing successful campaigns is difficult.
Are you interested in achieving the same amount of success as
Zoom? Janine encourages all marketers to keep marketing practical,
keep it simple, and stay focused. Don’t chase after all the tools
on the market and don’t overthink your messaging. Simply know your
brand, believe in your product, and trust your intuition.
- [1:15] How Janine’s work has increased Zoom’s marketing success
in just 3 years
- [2:35] Janine’s Renegade Rapid Fire segment
- [11:49] How Zoom’s “Meet Happy” brand awareness campaign works
wonders for capturing demand
- [20:07] The “secret sauce” behind Janine’s marketing strategy
- [23:34] Delivering on the promise of the “Meet Happy”
- [26:45] Learn from the challenges Zoom’s marketing team has
Connect With Janine:
Resources & People Mentioned
Connect with Drew