Hotjar
Hotjar needed a fresh direction for its social media strategy, so we shifted the focus to building something sustainable and engaging. Within just one year, the LinkedIn following grew by over 500%, while impressions increased by 400% and engagement by 850%.
One standout piece reached 205,000 impressions, 82,000 video views, and 5,000 engagements organically, thanks to a comprehensive content audit, audience research, and a rebuilt strategy designed to focus on what would resonate.
We also launched the company’s first live-action ad, covered Hotjar’s first-ever in-person event on social media, and captured the company’s largest team meetup. Here’s a brief look at what was tackled:
Persona Mapping and Strategy Development
We developed detailed personas to bring our social media strategy to life, crafting fictional characters that aligned with our goals on each platform. These personas weren’t just surface-level demographics; they were fully fleshed-out individuals, complete with specific interests, behaviours, and challenges that mirrored our ideal audience.
Whether it was the community-driven users on Facebook, the real-time nature of Twitter, the visually driven audience on Instagram, or the professional networkers on LinkedIn, each persona was designed to reflect the unique needs and preferences of the people we wanted to reach.
By bringing these personas to life, we ensured our content was always tailored to our specific objectives. These personas evolved as we did—shifting and growing alongside our marketing goals and the changing landscape of each platform—ensuring that the content we produced always had purpose and direction. They became the backbone of our social media strategy, guiding every decision we made to ensure we consistently reached the right audience and met our business goals.
Social Media Design
We shaped the brand's social media presence through tone of voice refinement, strategic design feedback, audience targeting, and performance analytics. I led a cross-functional team to ensure that every piece of content resonated with our audience while maintaining brand consistency. By analysing audience behaviour and engagement metrics, we continuously optimised our social media strategy to drive growth and visibility. This role laid the foundation for an exciting collaboration with Berlin-based design studio, Studio Skulptur, where we worked together to take Hotjar's social media presence to the next level.
We crafted a dynamic and cohesive design language specifically tailored for our chosen platforms. This ensured alignment with Hotjar’s brand voice while resonating with our core audience. The result was a flexible, multi-channel branded content system adaptable across platforms like Instagram and LinkedIn, which not only expanded our reach but also significantly increased audience engagement and strengthened brand recognition. Through visually compelling and strategic content, we solidified Hotjar’s position as an industry leader across all social platforms, further enhancing our influence in the digital space.
Our approach was data-driven, using insights gathered from audience analytics and engagement metrics to inform each design and content decision. By continually refining our strategy based on performance data, we ensured that every post resonated with the right audience at the right time. This meticulous focus on audience targeting, combined with the creative vision from Studio Skulptur, allowed us to deliver content that not only captured attention but also fostered long-term engagement and loyalty. Ultimately, this collaboration and data-led approach contributed to Hotjar’s sustained growth across all social platforms.
Tone of Voice Refinement
Working alongside two skilled brand copywriters, we developed a tone that was approachable yet authoritative. To ensure we were connecting with the right audience, we used persona mapping to identify our target users and adapt our voice to what would resonate with them most. Every content decision was centred around the user, ensuring our tone was something they’d want to engage with—friendly, professional, and focused on delivering real value. This user-centric approach positioned Hotjar as a trusted, supportive resource across all of our platforms.
Event Coverage
At Hotsauce NYC, Hotjar’s first-ever in-person event open to the public, the focus was on celebrating the brand’s vibrant community and fostering connections among attendees. Having managed all online events and promotions, the approach to this event was guided by the same principle: capturing moments that would naturally inspire authentic content. The goal was to let engaging content emerge from genuine enjoyment rather than from anyone feeling pressured to participate.
