Case Study: Slack drives adoption and brand awareness with Adoreboard

Enabling Total Media to increase emotional responses to Slack

Slack, working with behavioural planning agency Total Media, needed to define its messaging strategy as it expanded into new markets, map the customer journey to understand key emotions, and increase brand awareness to drive adoption. Adoreboard was brought in to help Slack better understand audience emotions and the competitive landscape behind people looking to collaborate more effectively.

Adoreboard’s data analysis revealed the key emotional responses and triggers associated with the Slack brand, giving Total Media “Decision Ready Insights” to shape brand strategy and creative messaging. The result was a differentiated campaign designed to activate emotions such as joy and trust, helping optimise engagement and support Slack’s adoption efforts, though no specific quantitative impact was provided.

Slack