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Harnessing customer insight to help a Kiwi startup transcend its category.

Lumin is a leader in cloud-based document editing solutions. Our brief was to reposition and then re-launch the brand as the collaboration tool to ‘get it done’ digitally.

The opportunity

Lightning fast growth since day dot meant Lumin’s positioning and marketing had taken a backseat. Until now. A recently refreshed aesthetic served up the perfect opportunity to bring this new brand to life. To craft a well-considered marketing campaign successfully re-launching Lumin to the US market, we knew defining an all-new value proposition was key.

Ultimately, Lumin’s vision is to transcend a crowd of competitors spouting highly-functional, feature-focussed product messaging. Far more than just features, Lumin is set on becoming a human-centric productivity brand that fosters collaboration of all kinds. We kept this strategic direction centre stage.

The opportunity

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The strategy

To humanise a brand, you need to really know your customer. So our discovery kicked off with a deep dive on the people who use Lumin; interrogating our assumptions of them and validating these with further customer and landscape analysis. We found that at the heart of someone’s choice to use Lumin, was a desire to be productive. Everyone’s trying to reach a goal - whether that’s working on a document with their peers, signing ‘that’ contract, or sharing feedback. Regardless of use, the driving motivation isn’t accessing a certain feature, but achieving that satisfying feeling of accomplishing a task then moving on. So we hung our hats on this emotion with a new brand proposition of “Get Stuff Done” - conveying momentum, action and simplicity.

Armed with a clear proposition, we had a simple but campaignable platform to build upon. Exploration and testing of creative territories saw us arrive at a natural extension of the new proposition, with a campaign theme that felt just right for a US launch - “Get More Done”. (‘Stuff’ felt a little colloquial for our American counterparts).

The strategy

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The creative

Next up - demonstrating through different creative scenarios, what could be accomplished using Lumin. We paired this with imagery and animations showing the functional product features in action. For instance; headlines being typed out then highlighted and corrected to show Lumin’s handy real-time sync feature. In the process, our ads became live demonstrations of Lumin’s key benefits.

The overall creative look and feel was deliberately playful. Vibrant colours teamed up with bold human-centric imagery to create warmth, impact and cut-through. In doing this, we positioned Lumin far from its competitors in a pretty aesthetically bland category.

The creative suite came to life in a truly multi-channel campaign spanning web, social, display and search.

The creative

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The outcome

Over the two week launch campaign, we reached over 300,000 young professionals living in some of the largest cities throughout New York, Florida, Texas and California. While brand awareness was the ultimate goal, over 24,000 ad engagements resulted in 10 new accounts created (averaging nearly one per day).

The outcome

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