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Zoom - From Pandemic Winner to Hybrid Working Hero

During the early months of Covid-19, Zoom, became a verb — I’ll Zoom you” became part of the WFH lingua franca. As the pandemic abated, we worked with Zoom to secure its place in the hybrid working future. 

At this commercially critical time, we were tasked with highlighting Zoom’s application as a business tool, targeting tech decision makers in businesses and major verticals. We also drove awareness with employees — the civil servants, doctors, teachers and MPs — who needed to communicate with colleagues every day.

We built a programme around educating the audience on Zoom’s potential, demonstrating that it is more than just a video conferencing tool and positioning the brand as a positive contributor to the UK economy and the future of work. 

We targeted journalists with bespoke pitches tackling perceptions such as Zoom fatigue head on. We secured opinion pieces about the future of hybrid work and how Zoom is enabling it. And we surfed the news agenda, bringing Zoom into business and societal stories concerning the future of work, workplace behaviour and the country’s growth.

The result was over 250 proactive pieces of UK earned media coverage in the first quarter, including 24 for Zoom’s flagship Zoomtopia event. We drove product storytelling highlighting key products such as Zoom Phone, Zoom Events and Zoom Apps. Zoom also took its place in media titles including Wired, The Economist, BBC News and The Guardian as a key contributor on the future of work debate. 

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