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Redefining Customer Engagement

branded content & campaigns

When Twilio Introduced a New Platform, It Required the Creation of an Entirely New Category

Highwire PR partnered with Twilio to develop and execute a strategic campaign centered around their Customer Engagement Platform (CEP), helping Twilio engage with a new audience of global enterprise decision-makers.

01

The Challenge

Twilio reimagined the role of unified communications in customer engagement, developing a new technology platform that necessitated the creation of a new category: Customer Engagement Platform (CEP). Defining this category required a novel, integrated communications approach to elevate brand awareness among global enterprise decision-makers.
02

The Solution

Highwire PR focused on Twilio’s annual State of Customer Engagement Report (SOCER) as the cornerstone for defining the new CEP category. The team transformed the SOCER report from a purely media relations tool into an immersive, targeted campaign designed to reach enterprise decision-makers and a new audience of CMOs.

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03

The Strategy

  • Developed and launched a multichannel strategy, extending the campaign across owned media with a new microsite and social assets in nine languages
  • Created an interactive, ungated six-page website explaining five core insights with supporting data, available in six languages
  • Produced over 30 social media assets, each addressing specific enterprise decision-maker pain points and translated into six languages
  • Deployed Twilio's CEO and Chief Customer Officer as spokespeople to communicate the urgency of customer engagement as a top business priority
04

The Impact

215+

Global earned media articles

270%

Year-over-year increase in social engagements

329%

YoY increase in
organic social traffic

67M

Potential audience reach via press and organic social media

Through this strategic partnership, Twilio successfully launched its new Customer Engagement Platform category, effectively reaching and engaging global enterprise decision-makers while positioning itself as a leader in the evolving landscape of customer engagement technologies.

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