How do you launch an established brand in a new market?
CrossKnowledge, one of Europe’s top digital learning companies, needed help translating their brand message to this side of the Atlantic for a splash-making U.S. launch.
What we did:
Brand Positioning & Messaging
User Experience (UX)
Content Strategy
Information Architecture
Brand Identify & Design
User Interface (UI)
Animated Video & Motion
Website Design
Interactive
Story Development
Copywriting
Script Writing
What we did:
Strategy
Brand Positioning & Messaging
User Experience (UX)
Content Strategy
Information Architecture
Creative
Brand Identify & Design
User Interface (UI)
Animated Video & Motion
Technology
Website Design
Interactive
Content
Story Development
Copywriting
Script Writing
CrossKnowledge wanted a campaign designed to lead HR directors, learning & development, and other potential customers on a journey, driving them to a CrossKnowledge landing page, sharing a digital learning how-to brochure, and eventually capturing their contact info and interest. As CrossKnowledge experimented with their New World identity, this campaign evolved over three clear phases.
During phase one, we refined CrossKnowledge’s visual style and realigned the tone of all content, creating a U.S.-centric refresh of their established brand. We steered this how-to brochure away from its original academic leanings into something altogether livelier and user-friendly. We then carried that new slant through the landing page, emails, online ads, and social media posts.
Hoping to expand their reach and stand out from a fairly homogeneous crowd of learning companies, CrossKnowledge wanted to wade cautiously into more creative and edgier territory. So for phase two, we created a campaign infusing humor into their now-recognizable visuals. Zombies, low-hanging fruit, and MacGyver, all made appearances.
Hoping to expand their reach and stand out from a fairly homogeneous crowd of learning companies, CrossKnowledge wanted to wade cautiously into more creative and edgier territory. So for phase two, we created a campaign infusing humor into their now-recognizable visuals. Zombies, low-hanging fruit, and MacGyver, all made appearances.
Apparently, Zombies were a big hit (who knew?), so phase three was essentially CrossKnowledge going all in with the living dead. As an experiment, they asked us to disregard their traditional look and feel in favor of something fun and new. This campaign of off-brand purple and green zombies opened CrossKnowledge to a whole different audience and definitively announced they had so much more going on than other ho-hum learning companies.
“Propoint brought a visual and editorial impact that allowed us to double our conversion rate….Thanks to their perfect sense of service they provided our design guidelines with new, effective and reusable dimensions and found the tone of voice we need to for this kind of campaign.”
—Alexandre Muller, Digital Marketing Director, CrossKnowledge
How it all turned out
The landing page reached over 7,000 unique visitors with an average dwell time of 6 minutes, generated over 250 conversions, and helped increase CrossKnowledge’s North American conversion rate by 13%. As a result, CrossKnowledge made a grand entrance into the U.S. market and gathered a large pool of potential customers along the way.
