{"id":1051,"date":"2019-09-10T23:24:59","date_gmt":"2019-09-11T06:24:59","guid":{"rendered":"https:\/\/twohandsbrands.com\/?p=1051"},"modified":"2020-09-17T19:15:27","modified_gmt":"2020-09-18T02:15:27","slug":"hop","status":"publish","type":"post","link":"https:\/\/www.twohandsbrands.com\/case-studies\/hop\/","title":{"rendered":"Hop"},"content":{"rendered":"\t\t
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\n\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t <\/polygon> <\/g> <\/g> <\/svg>\t\t\t<\/span>\n\t\t\t\t\t\t\t\t\tDiscover<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Brand voice \u2022 Content strategy<\/h6>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Hop<\/h1>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Differentiating SAAS in a world of same-old, boring work products.\u200b<\/h4>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Background<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Hop (now Spike) decided email needed a big kick to speed up and land in the 21st century. We live in a time of smartphones and gifs, yet email is still the same dry product with miles of quoted text that it has been for the last 40 years.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t

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Solution<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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After analyzing the top work products out there, we noticed something similar in their messages. When did work become so dry and boring? It was time to liven things up.<\/p>

So, we set to work defining a playful-yet-professional brand voice and website copy to bring the brand to life.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Differentiating Against Giants\u200b\u200b\u200b<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Hop was going up against clients like Gmail, Superhuman, Dropbox, Slack, and Workplace by Facebook. All strong brands\u2014 but none of them sounded personal and fun.<\/p>

Now that they had a product, they needed a brand voice to effectively convey their story.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Competitive Analysis<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Building A Brand Voice<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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Action-Packed Website Copy\u200b<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Our strategy stemmed from the idea that Hop gives you superpowers to slash through inbox distractions, leaving you free to focus on what matters\u2014 flowing through work. So, we described all the features\/benefits with rich, superhero-fueled verbs and allusions.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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The result was a fun and playful site they could unleash for their beta launch.<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Zap, pow, kabam\u2014 a nod to 60\u2019s era batman.
All seeing, all knowing calendar\u2014 allusion to the eye of Sauron;
Bend notifications to your liking, 6th sense, conjure links out of thin air, etc. \u2014 we injected superpowers everywhere they were appropriate.<\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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More case studies<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\"Teravana\"\t\t<\/div>\n\t\t\t\t
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\n\t\tTeravana\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t
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\n\t\tEnd Well\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t
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\n\t\tElectric Sheep Robotics\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t
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\n\t\tThe House Fund\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t
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\n\t\t\t\"Two\t\t<\/div>\n\t\t\t\t
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\n\t\tAmbi Robotics\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t
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\n\t\t\t\"US\t\t<\/div>\n\t\t\t\t
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\n\t\tUS Digital Response\t\t<\/h3>\n\t\t\t\t<\/div>\n\t\t\t\t<\/a>\n\t\t<\/article>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

Discover Brand voice \u2022 Content strategy Hop Differentiating SAAS in a world of same-old, boring work products.\u200b Background Hop (now Spike) decided email needed a big kick to speed up and land in the 21st century. We live in a time of smartphones and gifs, yet email is still the same dry product with miles […]<\/p>\n","protected":false},"author":1,"featured_media":1278,"comment_status":"open","ping_status":"closed","sticky":false,"template":"elementor_header_footer","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[8],"tags":[],"yoast_head":"\nHop case study | Two Hands Brands<\/title>\n<meta name=\"description\" content=\"Differentiating SAAS in a world of same-old, boring work products.\u200b Brand voice \u2022 Content strategy\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.twohandsbrands.com\/case-studies\/hop\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Hop case study | Two Hands Brands\" \/>\n<meta property=\"og:description\" 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