Modernizing an iconic brand

SurveyMonkey was a beloved brand that was losing its market share and perceived value as a business platform.

The challenge: Make SurveyMonkey relevant again

As we neared our 25th anniversary, the SurveyMonkey brand was fighting to keep its competitive edge. We had more low-end competitors than ever before. Our brand research had uncovered key issues affecting positive perception of our brand and platform. Many of the issues extended beyond the direct reach of the marketing team but I took this moment to not just mark the brand milestone, but also a chance for a strategic reset.

  • Organized our creative team and work flows to increase market perceptions of being modern, approachable, and relevant

  • Led agency sourcing, briefing, and day-to-day management of selected agency (Instrument) that undertook the first pass at the visual refresh that our brand needed

  • Produced and managed all video (in-house team)


Our brand needed a campaign that felt like an urgent call to action

And we wanted people to equate using our platform with main character energy

A visual refresh was a crucial part of appearing more modern and relevant

We balanced our rich legacy as the leader and category creator with showing how we could help solve very real issues our customers faced

And we invited people to not just see themselves in their current “before” state but also to picture the breakthroughs they could make by using SurveyMonkey for their business

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Project Two