Shifting the product narrative at Slack.

SCRIPT WRITING

COPYWRITING

THOUGHT LEADERSHIP

SITUATION

Following the acquisition of Slack, Salesforce customers didn’t know how to use the two together.

CHALLENGE

Slack was perceived as simply a messaging app, with no audience awareness of its relevance to Customer 360.

INSIGHT

Customers need industry-specific use-cases and Salesforce’s consulting services.

STRATEGY

Advertise Salesforce’s Slack Consulting services and create educational content for target industries.

RESULTS

Translated a nuanced product story into an executive voice that earned credibility with a sophisticated enterprise audience already committed to the Salesforce ecosystem
Drove Slack adoption among Salesforce's global customer base.
Transformed product updates into motivating, user-centered narratives

Adobe Copywriter