I Use Zoom
Zoom had a rare problem: everyone knew the name and almost no one had updated their definition. The verb had frozen the brand in 2020. Zoom meant the meeting, and the meeting meant a rectangle on a screen. Meanwhile the platform had become the place where the whole day happens, and the way people work had changed underneath everyone. Calendars, tabs, threads, and status updates had multiplied to the point where the tools meant to create progress were the main thing standing in its way. In that landscape, most workplace software gets handed down by procurement. It arrives in the stack whether anyone wants it or not. Zoom was different, and nobody was saying so out loud. People were choosing it, asking for it, defending it in tool consolidations. That preference was the brand's most valuable asset and its least visible one.
We made the preference the message. Instead of a brand telling people what Zoom now does, we built a spot around people saying it themselves: “I use Zoom.” Workers across roles and industries, each stating a choice rather than a feature, stacking into a portrait of an entire workforce that opted in. The declarations carry the repositioning without ever sounding like it, because what people say they use Zoom for is no longer just meetings. It's the flow of the day, the momentum, the work that actually moves. Preference is the most credible claim in a category built on defaults, and it can only be delivered by the people who made the choice.
Results
• +10 pt lift in “more than meetings” perception (> 4x goal)
• +15.1 pt lift in consideration among Enterprise ITDMs
• +9.0 pt lift in favorability among Microsoft users
• +16.9 pt lift on “unifies meetings, chat, docs, and more” among enterprise buyers
• Website traffic grew 19% year-over-year during the campaign window
Recognition
• Shorty Awards Finalist, Integrated Campaign
• Shorty Awards Finalist, Business to Business
Role: Head of Creative
Company: Zoom
