Sydney, Australia – Customer relationship platform HubSpot has launched its first-ever global brand campaign, aimed at highlighting its CRM and unique position to help businesses grow better by connecting the people, customers, and businesses.
The campaign, which was created in collaboration with creative agency 72andSunny and media firm Carbon, was developed leveraging insights derived from HubSpot’s global community members of customers and employees, in addition to a global research study commissioned by the platform. This study found that upmarket decision-makers are craving more connectivity, simplicity, and humanity in their software experiences, and they want technology partners that can keep up with their pace of growth whilst also adding value for their teams.
Titled ‘HubSpot Success Stories’, the campaign is an evolution of HubSpot’s existing ‘Grow Better’ brand platform, and is delivered in a fresh way that reflects its ethos. It showcases the platform’s mission to focus on continuing to reach a new audience of upmarket decision-makers – including founders, C-suite executives, and sales and marketing leaders – by addressing the importance of understanding the customers.
Moreover, the campaign is designed to illustrate the business impact of a powerful, but easy-to-use CRM like HubSpot through real and fictional customer testimonials across paid and owned channels, including throughout HubSpot’s Media Network.
Fans and followers in HubSpot’s social media will get bite-size tips, tricks, and content designed for their feed that can have an outsized impact on helping other customers and HubSpot users do business better. Through the HubSpot Media Network, properties like My First Million, Entrepreneurs on Fire, and Goal Digger will feature host-read audio placements that share inspiring, remarkable ways and means to grow a business.
Kat Warboys, HubSpot’s marketing director for APAC, commented “We’re excited to bring our first-ever global brand campaign to Australia, localising it to address Aussie businesses and the pains they face as they grow. The campaign aims to position HubSpot’s CRM as a trusted, powerful partner for them, no matter where they are on their journey.”
The campaign has been rolled out in audio and digital advertising across Australia, along with Out-Of-Home (OOH) across Sydney’s Town Hall, Wynyard, Martin Place, Central, and Bondi Junction, as well as Parramatta train stations, and Sydney’s light rail.
In addition, HubSpot has also launched an updated visual identity along with the campaign. The new logo is anchored in an evolved, deeper, and bolder version of its colour palette, and is designed to reflect how the platform and its CRM platform have evolved over recent years to meet the needs of scaling businesses whilst maintaining its core objective to continue bringing joy to customers. It was inspired by the warmth, expressive, and optimistic attributes associated with the platform’s personality and signature orange colour, and has three keynotes, which is a direct nod to HubSpot’s three prongs on its sprocket logo.
“The logo is increasingly important as it extends its investment in audio-first media, including HubSpot’s ANZ podcast Unconventional Business, and its own recently-launched HubSpot Podcast Network,” said HubSpot in a press statement.