Annabelle Nyst

HubSPOT social
”Dear hubspot”

THE ASK: 

I was tasked with creating a buzzy and relevant social image campaign that makes people feel smarter for hearing about HubSpot.

THE SOLUTION: 

I partnered with internal and external Creatives to produce Dear HubSpot: a social campaign that addressed the questions our audience members had always wanted to ask but needed a trusted peer – like HubSpot – to answer.

This campaign consisted of a series of 16 Q&A carousels on Instagram, Twitter, and LinkedIn, exploring burning business questions and sharing HubSpot’s POV.

As the lead Content Manager and Copywriter on this campaign, I managed the project from start to finish. I researched our target audience to determine common questions and interest areas. Then, I crafted answers that reflected HubSpot's unique POV and accurately represented our brand voice and tone.

Together with our Creative team and an external illustrator, I worked to refine the copy, review and offer feedback, and give final approval on visuals. I also worked with our Paid Social team to run A/B testing on different creative variations, which enabled us to find the most engaging combinations of visual + caption length.

The campaign outperformed our engagement rate goals across all platforms, establishing us as a trusted expert among our target audience.