Slack
MEDIA RELATIONS
Overview
At Slack, I played a pivotal role as part of the company's first PR team, helping to shape the marketing and communications strategy and drive brand awareness. Leading a team that managed cross-functional global marketing campaigns, we contributed to a remarkable 60% growth in revenue year-over-year. Through the implementation of owned and paid content marketing programs, we established sustainable growth by leveraging new channels, thus driving the company toward its ambitious goals.
One of the main challenges we encountered was the perception of Slack as merely a chat service. Convincing people to see the value in a chat service, especially one designed for work, was no easy task. We faced stiff competition from entrenched legacy work tools like email and well-established brands such as Microsoft. The skepticism around the necessity and utility of such a service in the workplace was a significant hurdle we had to overcome.
By crafting compelling narratives and conducting extensive media outreach, we positioned Slack as a leader in workplace communication, garnering significant coverage. Our integrated marketing campaigns deployed cross-functional global strategies and utilized both owned and paid content marketing to expand brand awareness. We also leveraged social proof through testimonials and case studies, positioning key executives as thought leaders via speaking engagements and bylines. Additionally, we fostered a strong community of Slack users by organizing events and webinars, turning users into passionate brand advocates.
The strategic efforts resulted in incredible media coverage that significantly contributed to creating the future of work narrative. This media attention not only helped drive broad awareness of Slack but also positioned it as an innovative tool that transcended its initial perception as just a workplace chat service.
Revenue Growth: Achieved a staggering 60% growth in revenue year-over-year.
Market Positioning: Established Slack as one of the most popular work tools, fundamentally changing how people work today.
Brand Awareness: Successfully embedded Slack into the zeitgeist as a critical component of modern work culture.
Financial Success: Bought out by Salesforce for a record $27.7 billion dollars in 2021.