Alexa Hubley is a growth-focused marketing strategist based in Vancouver, Canada.

Better than bacon

Marketing campaign for Help Scout’s newest product: Beacon, Live Chat.

Beacon is better than bacon.

Help Scout launches Beacon, live chat and it’s way better than bacon.

About:

In January 2018, Help Scout launches live chat, an entirely new product offering that helps customer service teams provide better, timely customer support. But as a traditionally “design-driven” company, they needed someone with go-to-market chops to come in and help them launch it successfully. And to get a little weird with it. 🥓

Welcome to Beacon live chat. It’'s better than bacon.

I developed the full-funnel (awareness, consideration, decision) go-to-market campaign framework based on the Google design sprint format to ensure the project was research-driven and impactful. Within that, I acted as both the project manager and copywriter for campaign assets and initiatives, including SEO content clustering around live chat keywords, the creation and A/B testing of organic and paid social ads, development of the targeted landing page, writing and automation of emails , webinar development and execution, copywriting of gated long-form resources and direction for the campaign video.

The campaign generated 5,600 net new leads, and earned an 85% customer adoption rate (i.e. percentage of customers, existing and new) who are using Beacon.

bacon_social_twitter_3.png

Bacon-y ads that pop (or sizzle).

Bright colours, GIFs and eye-popping content with the simple message Beacon is better than Bacon served as the foundation of the “Awareness” phase of this campaign. The goals? Grab people’s attention, make a splash and hopefully pull a few (or many!) click-throughs to the campaign landing page while we were at it.

Screen Shot 2018-11-01 at 4.48.18 PM.png
Screen+Shot+2018-09-05+at+2.07.47+PM.png
Screen Shot 2018-11-01 at 4.44.39 PM.png

In-depth, yet fun resources that teach you more about Beacon (and why it’s key to great customer service).

For the next phase of the campaign (MOFU), I wanted to give prospects resources that helped them see the value in using live chat as a customer service tool. The aim was to keep them fun and simple, while educating our prospective buyers about this new, important support channel.
Each resource was embedded as a downloadable (in exchange for an email address) across selected blog posts on our website.

Here’s a piece of content I created from scratch (research, copywriting, editing, QA, launch):

screenshot-www.helpscout.com-2019.10.07-14_22_26.png