Client: Zoom Communications

Role: VP Social Media / Team Lead

Challenge: When the pandemic hit in February 2020, Zoom Communications was caught off guard. Almost overnight they became the 5th most downloaded app in the App Store and surged from 10 million daily users to 300 million in April. Their social presence was drab, corporate and dormant as they hadn’t posted on Instagram in two years — not an endearing look for a company whose name was quickly being converted into a verb. In May, they called in my team at Westbrook for help.

Execution: We quickly sprang into action, building an organic social strategy that leaned into the new use cases for video conferencing, loosening the brand’s rigidity, and helping navigate PR/comms concerns that spiked with the app’s rapid adoption.