NOW YOU KNOW
An integrated brand campaign for Typeform.
WHY?
Brand awareness was slipping: direct traffic and branded search were down, and performance marketing had hit a ceiling. We needed brand to raise that ceiling—to grow awareness and stimulate future demand. This campaign also served as the foundation for the upcoming Brand Refresh.
WHAT?
A creative, B2C-inspired campaign built to position Typeform among “cool tools” like Notion and Figma. Research revealed a simple truth: people use Typeform because they don’t know something (and need data from people). That insight shaped our story of curiosity, flipping #iykyk into #ydkwydk. Because you don’t know what you don’t know… until you Typeform.
HOW?
Campaign video, campaign imagery, landing page, event booth (HubSpot INBOUND), interactive quiz, email series, organic and paid social, CTV, employee advocacy assets, press outreach, swag and merch.
Scroll for visuals!
ME?
Managed the campaign from strategy through rollout, overseeing creative development with Red Antler, leading cross-functional execution, and working with Data, Research, and Growth to measure impact through a matched-market test.
AND?
The tangible impact:
+20% sign-ups
+7% branded search
+6 pts unaided brand recall (16K-person survey)
The ripple effect:
The best H1 performance in years, doubling free-to-paid conversion and net new MRR
Influencers started reaching out to collaborate
Opened doors for co-marketing with partners like Webflow (we later co-hosted an event)
Campaign strategy and language directly led to our brand refresh.
Huge internal morale lift (people loved it!)—our custom Slack emojis stuck around for months.
