built for you campaign
project overview
Cocoon was launching its most significant product updates in years, features that would dramatically expand the types of companies it could serve. The challenge was turning a product moment into a brand moment that would resonate with a broader market than we'd ever targeted before.
project type
campaign
year
2024
Concepting a campaign that could carry the whole company
I wrote the brief, defined the messaging, and built (no pun intended) "Built for You" as Cocoon's company-wide brand campaign for H2 2025. The central idea: Cocoon isn't a one-size-fits-all solution. It's flexible technology built for the specific needs of your team, your employees, and your leave types.
The campaign became the strategic foundation for everything: product launches, customer stories, social content, blog posts, and the redesigned customers page. Each execution led with a different "built for" angle (overwhelmed People Ops teams, companies prioritizing employee experience at scale, teams who refuse to compromise on accuracy) to show range without losing a cohesive point of view.
The impact
The campaign drove a 52% increase in customer page views, 42% increase in active users, and 20% increase in average engagement time across Cocoon's site. Campaign content consistently outperformed other blog content with 25% more views and 40% more active users, validating the strategy of leading with customer-specific narratives over product announcements.
