As the global leader in webinar engagement, ON24 is redefining outdated perceptions of what a webinar can be. To that end, the company looked to April Six with the goal of making ON24 a core component of the evolving martech stack—knowing that doing so would necessitate a renewed approach to its own brand and marketing.
Starting from insights uncovered through our analysis of ON24’s audiences and markets, the April Six team updated the brand’s visual identity, messaging, and content to better reflect the humanity and intelligence of its technology. Those elements drove strategic marketing efforts, including a new website and supporting tactics designed to highlight both customers and capabilities.
Rebrand and demand-gen
Brand strategy, visual identity, messaging, demand-generation media programs, customer photoshoots and campaign tactics
Playful iconography and unexpected pops of color are extensions of the humanity at the heart of the new ON24 brand and visual identity. This refreshed look and messaging allows for greater cohesion across all the touchpoints of the customer journey.
At the center of the ON24 customer journey is the new brand website, which was reimagined to provide visitors with rich and highly relevant experiences. Only then could the brand begin to recast webinars as a credible tool for modern marketing (and marketers).
From customer-advocacy programs celebrating passionate ON24 users (the “Webinerds”) to an interactive comparison tool for net-new prospects, April Six created a series of unique, brand-driven digital experiences to inform prospects while promoting activation and trial.
Just a week after launching the new ON24 website, below are improvements seen:
increase in pageviews
increase in avg. time on homepage
increase in entrances through homepage
“We accomplished the main objective for the new website: to tell the story behind our ‘Human Engagement, Actionable Data’ manifesto. April Six supported us through every step of the project—from strategy to build to execution.”
Tessa Barron / Sr. Director, Brand & Communications, ON24