The challenge: DocuSign’s “DocuSign & Go” brand campaign made e-signature feel like a lifestyle: fast, mobile, and freeing. But buyers in HR, Procurement, Sales, Finance, and Legal needed more than a feeling. They needed to see what it would do for their department.
The big idea: Turn the brand campaign into a choose-your-own-path journey. A discovery landing page let visitors pick their department, then guided them to content focused more and more tightly on their own needs and workflows.
Channels: Discovery landing page, department-specific landing pages, paid and organic search, email, blogs, nurture streams, and the “Hand-Off” video, all extending one brand story into demand.
My role: Strategy and content development, including the journey architecture, department-level messaging, and the content that carried the brand campaign into business-focused demand.
Inbound Examples
Outbound Examples
“Hand-Off” Video
