HubSpot is a CRM company dedicated to enabling their customers to grow better; combining sales, service, operations and marketing hubs designed to help your company work more efficiently. Well known in the marketing software space, their mission was to enhance brand awareness and drive acquisition amongst business decision makers, particularly shifting from small and midsize business to enterprise level organizations.
Carbon partnered with HubSpot to develop their global media strategy by utilizing historical and DMA data to target their audience. Since Carbon has owned their paid media, we have driven a sizable increase in brand awareness globally, and we are just getting started.
We achieved these results through a 360 degree integrated paid media campaign including podcast buys with NPR, HBR, iHeart and New York Times, OTT via Hulu, OOH, advertorials, print and other display efforts via NYT, Inc, Fast Company, HBR, The Guardian, Horizont, Challenges and B&T.
Our focus in 2022 is launching HubSpot’s first ever global brand campaign featuring “Customer Success Stories” highlighting the ways HubSpot helps their customers through a light-hearted approach with pirate-themed creative featuring Kathryn Hahn using real and fictional customer testimonials. The media approach includes social, YouTube, OTT/Roku and broadcast TV, as well as programmatic, OOH and full scale building murals. Some unique media executions include ferry wraps featuring the pirate ship creative, as well as a Fast Company cover wrap for “Pirate of the Year” that is also seen in the TV spot.