Khoros - Aurora Communities Update Campaign
Khoros offers industry-leading software and solutions for all your social media, digital contact center, and community needs. When they asked us to develop 3 unignorable campaigns explaining the benefits of community solutions overall, and in particular their new Aurora update, we were excited to dive in.
Insight
We started by identifying a clear tension point: today’s community managers are continuously challenged to do more with less—to drive stronger engagement and respond faster than ever with lower budgets, fewer resources, and reduced hours. When you’re stuck in a hamster wheel and just trying to get by, it can be difficult to imagine a brighter future and make a change. But for community managers, most of whom get into the business because of a sincere desire to help people, mediocrity isn’t an option. So we set out to bring humanity back to communities and paint a future of undeniable success with Khoros, easing the barrier to purchase.
Concept
We developed three concepts we loved, but at the end of the day, we kept coming back to a sticky note that simply read, “Community works.” Armed with case studies and data to back up that bold statement, we developed a playful campaign that juxtaposed what does work—Khoros communities—with what doesn’t—e.g., archaic alternative solutions. A simple yet strong visual system amplified our empathetic storytelling, inspired by bringing the characters and conversation of a community to life to remember that behind every icon, there’s a customer. And their experience on your brand community can be make or break.
Social
We developed a series of social templates for the Khoros team to use, focused on proving impact, sharing case studies, diving into the details of the Aurora update, and showing how Khoros dominated the competition. To keep things light yet hardworking, we paired our clean visual system with straightforward, clever turns of phrase and undeniable facts and statistics.
Video
We were tasked with creating several high-level “explainer” videos that did just that, without boring viewers to tears. With our poppy visual system and clever, upbeat tone, we delivered.
(CURRENTLY IN PRODUCTION)
Script
<Blank white screen> You know what doesn’t work?
<Sound of hold music starts; stylized interface of phone call>
Waiting on hold for 3 hours just to talk to a robot.
<Sound of keyboard; stylized interface of email>
Emailing your dad for advice because he’s a “computer guy.”
<Sound of scrolling and clicking with a mouse; stylized interface of Google>
Scrolling through search results to find an answer you needed 5 minutes ago.
<Sound of texting; stylized interface of text messages>
Trying out a new product without knowing if it’s worth the investment.
<Sound of notifications pinging, layered over each other into an annoying cacophony; stylized mail app icon with red dots pulsing>
Or missing a big update or promotional offer from your favorite brand because your inbox is full.
<Silence> You know what does work? Community works
<Upbeat music> —a brand-owned space for connection, discussion, and problem solving.
<Responding to chats>
Community works when you can reach a person without picking up the phone.
<Expert replying in a thread> When you can get advice from someone who actually knows what they’re talking about. Or when you find an answer without asking a question.
<Upvotes> Community works when you can share recommendations with peers as passionate as you
<One notification… Click! Read!> And when you don’t miss a single thing from the brands you trust.
<Stylized powerpoint slide showing a graph trending up and a pie chart> At Khoros, we know how communities work. From helping businesses save money on support calls to creating a dedicated base of ambassadors, we’ve helped top brands around the world deliver meaningful results…
<Zoomed out version of community interface with smiling people>
by creating communities that work.