Trustpilot
What we did
Industry
Tech
Description
A fully integrated B2C2B campaign specifically designed to drive awareness and understanding at the top of the funnel. Our strategy: Soften up key markets and provide air support for Trustpilot’s performance and demand generation teams by building consumer engagement. Why? Prospective businesses that had Trustpilot reviews were 14x more likely to sign up for one of Trustpilot’s paid tiers.
Build an IPO-ready brand by planting a flag in North America. Though Trustpilot enjoyed strong growth and brand awareness in certain EMEA markets, the company faced an uphill battle in the U.S. Our mission was to build a campaign that was memorable, competitive, and – most importantly – trusted. As the only open, fully transparent review platform available, it was crucial both consumers and businesses understood exactly what made it so – and why Trustpilot was so much better than the other review platforms available. Oh, and overhaul a legacy brand with something new and exciting while we’re at it!
Linear Broadcast / Cable / OTT
Two video spots ran on cable, network, and over-the-top channels showcasing the seemingly vast differences that can come together on Trustpilot. Whether your a queen (with a crown) or a queen (at a drag show), your voice matters on Trustpilot.
The Big Idea
The new Trustpilot brand we conceptualized was built on trust and transparency. Consumer reviews are no good if nobody believes they are credible…or even real, for that matter. We wanted to make it clear that Trustpilot was for everyone; no authentic opinion would be removed or otherwise censored on Trustpilot’s platform. In a world where other social media and review platforms sometimes felt like you were screaming into a void, Trustpilot was the one place your voice actually mattered. Where you could be heard.
Trustpilot Transparency Report
The Trustpilot Transparency Report provides more insight into the actions we are taking to protect and promote trust online.
“The integrity of reviews and how they’re managed differs greatly across the internet, so it’s important that people take the time to understand how their genuine feedback is being treated. Our Transparency Report gives everyone a better understanding of what we do at Trustpilot and why.”
PR / Earned Media / Co-Marketing
Sometimes it’s best to let others do the talking. That’s why we launched Trustpilot’s Transparency Report and provided it to tech, business, and consumer reporters. The idea was simple: Give the public insight into something they’d never had insight on before – the inner workings of one of the largest consumer review platforms in the world. Meanwhile, we joined forces with businesses on Trustpilot’s platform to co-create campaigns using Trustpilot ratings and TrustScores. Businesses saw value quickly; marketing campaigns that included Trustpilot trust marks performed nearly 15 percent better, on average. And for the rest of the world, it was a message that the brand was committed to hearing their feedback and collecting that feedback openly and transparently, not by faking reviews or cherrypicking only the best customers for feedback.
OOH
Two campaigns, two different cities, same message: Trustpilot was a place where you can BE HEARD. Our out of home campaigns ran in Chicago and Houston with performance tracking using device fingerprinting.
