Armed with our wide-ranging objectives – which included repositioning the brand, increasing media coverage and elevating LogMeIn executives’ voices in the industry – we led a multi-territory communications campaign from our London office with the aim of reaching an international audience and repositioning LogMeIn as a leading SaaS provider.
Through our Convoy partner agency network, we initially promoted individual business lines across a wide range of countries, before narrowing our focus to just the UK, France and Germany. Our London office hubbed the content and campaign strategy to ensure consistent messaging and reporting, while our Convoy and lorry offices delivered results through experienced feet on the ground.
Key to raising LogMeIn’s profile on an international scale was, of course, localised content creation. As such, our daily activities primarily consisted of flagging rapid response opportunities and generating a strong news pipeline with local relevance and importance in each region. This was supplemented by thought leadership and research-led content in the form of contributed articles, industry features and media alerts for the different lines of business – Collaboration and Communication, Identity and Access Management, and Customer Engagement and Support
The final pillar was product recognition. We drove product review opportunities based on LogMeIn’s key differentiators and ease of use, while also tracking for relevant award opportunities that aligned with the company’s product and messaging roadmap. This included the likes of the Tech Awards, the Business Brilliance Awards and the V3 awards.
Although these tactics were replicated across multiple countries, there were nuances to consider. For example, different regions had different competitor landscapes and priorities, which impacted the strategy implemented, requiring the team to manage a complex and constantly-shifting international strategy.
As a result of our carefully crafted strategy, we successfully elevated LogMeIn’s global brand positioning and cemented its improved status in multiple markets and geographies. A constant flow of media coverage in top tier publications helped the company generate sales leads and engage with its target audience, propelling LogMeIn from a niche provider of identity and access solutions to a market leader.