Case: Clusjion

Advertising strategy and rebranding as part of my University degree in Marketing Communications.

Clusjion is a digital subscription service that enables companies to map different types of unwanted behaviors, large and small, in their workplaces. Unlike its competitors, Clusjion not only focuses on serious harassment and crimes, but gives people the chance to talk about, and develop, their work environments by demanding any type of desired change.

The goal was to broaden the customer base through acquiring new customer that extend beyond the existing network, and to increase brand awareness by creating clearer and more informative communication.

 

 

A study showed that the name Clusjion was too complicated and, at first glance, created a short moment of confusion. We therefore proposed a name change that had a positive framing. It would connote the positive effects of using the service rather than the negative situations that led to the decision to try the service.

“Pro” means both proactivity and professional, which are relevant associations since the company’s vision is to create an engaging work-force that activley takes part in creating a better workplace.


 

We conducted user tests with 20 people on the company’s website. The majority of participants found it difficult to understand the service without further explanation. We therefore chose to redesign the website so that visitors immediately got a simplified explanation of the service.

 

The company would capitlise on the founder and media personality Sarah McPhee. The brand would be present in several different medias with the aim of discussing problematic work environments but focusing on the positives, such as the solution that Clusjion offers.

 

The purchase decision was a critical step in the buying process, and the decision makers were in this case the HR departments of potential clients, with which Clusjion had sales meetings. To satisfy these decision makers external search for information, we wanted to communicate the service’s “success stories” in, among other things, the business-oriented publication “Kollega”.

 

We wanted to talk about the service via Facebook groups such as “Hello life”. The group currently has about 92,000 members and is for women who want to share life advice, tips and tricks with each other. The proactive female members would be particularly interested in Clusjon’s vision of a gendered and inclusive corporate culture.

 

 

In the long term, Clusjion wanted to establish a certificate for companies with exceptional work environments, which we proposed a design for with a new identity.