NEUSTAR REPOSITIONED FOR THE CONNECTED WORLD
HIGH-LEVEL RESULTS
200,000+ White Papers Downloaded
1B+ Earned Media Impressions
75% Improvement to Brand Strength
Positioned Neustar to Enter Marketing Analytics Ecosystem
Title Associate Creative Director / Content Strategy Lead
Roles Creative Direction, Brand Positioning, Copywriting, Content Strategy, UX Strategy
Years 2016 – 2017
OVERVIEW
Tech giant Neustar was gobbling up other tech companies to create the most complete and complex institution to service the connected world. Too bad their digital presence was stuck in the early aughts. Worse, their customers could not fully identify the complete Neustar offerings besides DDoS security. A brand audit validated this, identifying Neustar’s lackluster brand strength, 37/100.
Working with a skilled design team, we developed a new brand, set to launch at Cannes International Advertising Festival. In addition to the campaign targeted at decision makers and business champions, we gave their entire site and communications strategy a full overhaul.
POSITIONING AND BRAND GUIDELINES
This is a comprehensive document. Below are a few examples developed to create a fully re-envisioned brand.
WEBSITE AND EMAIL
CANNES LAUNCH CAMPAIGN
The Neustar brand was launched at marketers attending the Cannes International Festival of Creativity. Assets included full-page print, digital takeovers, event, and out of home.
FORBES CONTENT PARTNERSHIP
To reach business leaders, a content partnership was formed with Forbes Online to deliver a series of thought-provoking pieces positioning Neustar as the leaders and go-to partners for the connected world.
LANDING PAGE MANIFESTO
The brand was launched with a long-scrolling, copy-only landing page, inviting marketing decision makers to download a connected world white paper. This is was the mobile-friendly version.
