Client case — FeedbackFrog
Developing and implementing a marketing and communication strategy to help FeedbackFrog on its scaleup journey
FeedbackFrog, a rapidly growing company in the field of user research and feedback, needed help in establishing a clear brand and an effective communication strategy. Despite having an innovative product and a strong customer base, they realized they needed assistance to truly step towards market dominance and increased visibility on an international scale. They reached out to Variant with a desire to develop a strategy that would make them attract new customers as well as talents and investors.
The challenge
FeedbackFrog recognized that they needed help to communicate their value proposition and reach their target groups. They also wanted to lay the ground for a consistent presence on social media, with a clear-cut brand identity. They wanted to find a way to better engage with their customers while attracting new ones.
What we did
Sara Doltz from Variant stepped in as interim CMO at FeedbackFrog during 2023. In this role she, together with other colleagues at Variant, helped FeedbackFrog set a communication strategy, prioritize communication activities, and engage the internal stakeholders in the process.
These are some of the activities we did:
- Communication Workshop with Key Stakeholders: We initiated the process by organizing a workshop with FeedbackFrog’s key stakeholders, including the company’s founder, customer management and marketing team. The goal was to gain a deep understanding of the company’s values, vision, and goals. We segmented and prioritized among the target groups and talked about their needs and goals.
- Message Mapping and Tonality: Based on insights from the workshop, we crafted the main messages and storylines that would clearly define FeedbackFrog’s position in the market. We set the communication tonality that would help ensure consistency and brand recognition.
- Communication and Channel Strategy: After establishing a strong foundation, we devised a communication strategy. This included target group analysis, media channel selection, and message development. We also created an editorial calendar for social media to ensure a consistent and engaging online presence.
- Consistent Visual Manner: We developed a visual manner for social media posts to create consistency and recognition.
- Implementation: With the strategy in place, we worked closely with FeedbackFrog to implement it. We produced audience-specific content for their digital channels. We continuously monitored results and adjusted the strategy as needed.
“I recommend collaborating with Sara Doltz and Variant. Especially if you need support in creating a marketing and communication strategy and a comprehensive plan of action that will help you reach your business goals”, says Amanda Lilja, founder and CEO of FeedbackFrog.
The results
FeedbackFrog has experienced a significant improvement in its brand communication and market visibility. By following the developed strategy, they have succeeded in increasing followers and customer engagement on social media and attracting new customers. There is now a consistency and set plan for communication and they measure and follow up the results to optimize the efforts.
FeedbackFrog is on a journey — from starting as a Swedish startup to becoming an international scale-up company. The new communication strategy is a base to help them become the international player and industry leader they are aiming for.
“We now have a clear image of how the marketing department can contribute to our long term goals. The team has a communication plan to follow and defined roles and responsibilities. We also know more about our target group’s needs and behavior and are working more data driven”, says Amanda Lilja, CEO of FeedbackFrog.
Variant is happy to have been part of FeedbackFrog’s journey and look forward to continuing to support them in their growth and development.
Visit FeedbackFrog’s website, Instagram and LinkedIn.
Want to know more?
Contact Sara Doltz, sara.doltz@variant.se!
