Perforce, a software company, was transitioning from a "house of brands" structure to a "branded house" approach. This required a complete overhaul of their social media strategy and presence.

The Need:

The social media transition needed to be seamless, ensuring consistent brand messaging, maximizing reach, and effectively communicating the brand refresh to key audiences (customers, partners, employees, and leadership). Existing social media accounts needed to be consolidated, new processes established, employee advocacy encouraged, and compelling content created to announce and support the refresh.

The Solution:

Our social media strategy for the Perforce brand refresh was built on three core pillars: Unification, Empowerment, and Amplification. First, we focused on unifying the fragmented brand presence by consolidating all social media accounts under the core Perforce brand. This streamlined communication and ensured a consistent brand narrative across all platforms. Second, we empowered the Perforce team by creating clear social media processes and playbooks, providing them with the tools and guidance needed to effectively manage the consolidated presence. This included establishing best practices for content creation, community management, and brand voice. Third, we aimed to amplify the brand message. Recognizing the power of authentic voices, we incentivized employees to showcase the Perforce brand on their LinkedIn profiles, expanding our reach within professional networks.

Critically, supporting these pillars, I led the creation of key launch content, including: a sizzle video showcasing the brand refresh for social media, an internal employee video message from the CEO, and targeted email communications for partners. Finally, we developed targeted social media launch plans for each key audience (customers, partners, and leadership), ensuring that the brand refresh message resonated with each group.