Facebook is already the best way to check out babies, puppies and your uncle’s unreasonable obsession with power tools. But positioning Facebook’s new app, Workplace, as a leading collaboration tool was a challenge. Method was tasked with establishing Workplace’s credibility within the U.S., highlighting the platform’s benefits and distinguishing Workplace from its parent company’s consumer offering.
Method first built strong relationships with Facebook beat reporters and reporters covering startups and enterprise collaboration tools. Then it heightened brand recognition for reporters and prospective customers by hosting Workplace’s first user conference, Flow, and carving out attention and press at Facebook’s crowded F8 conference. Method also arranged a media dinner for top-tier reporters and outlets for a momentum announcement.
Finally, Method collaborated on original research geared towards enterprises — a first for Facebook — and promoted it with a campaign called “Deskless Not Voiceless,” directed at frontline workers.
Liking the results
Following the F8 and Flow events, dozens of unique articles highlighted customer stories, new product features and commentary from Workplace executives across target publications in the U.S. The original research demonstrated Workplace’s fast market adoption, success within enterprise organizations like Walmart, Nestle and United Way, and its differentiators from industry competitors like Slack and Microsoft Teams.
Method also secured coverage in outlets including TechCrunch, VentureBeat, Fortune, Fast Company, Adweek and Computerworld, elevating Workplace’s status as an independent and dynamic part of the greater enterprise market.