How do you turn scrutiny into success?
Challenge
In 2020, Zoom became an overnight sensation, essential to households and businesses globally. While the company no longer had to focus on building brand awareness, it faced intense scrutiny over its data privacy and security policies.
As offices reopened and traditional workspaces returned, Zoom’s challenge evolved. It needed to demonstrate that it remained a core part of post-pandemic working life and was more than a simple video-conferencing solution.
Our Approach
Our approach has evolved alongside Zoom’s changing reputational challenges. We began with a targeted awareness program, educating corporates in Australia and New Zealand about the benefits of this little-known scale-up.
When Zoom faced heightened scrutiny, we swiftly transitioned to full-scale crisis communications, helping the company clearly articulate its stance on data privacy and security. Our efforts focused on reassuring customers and prospects who were concerned by global media coverage questioning these critical aspects.
We’re now focused on ensuring Zoom remains relevant and continues to strengthen its presence in the A/NZ business landscape by highlighting its ongoing innovations, R&D initiatives, and significant local investments.
Strategic media relations:
- Positioning Zoom’s executives as thought leaders in the hybrid world of work has been a core pillar of our strategy since the beginning of our relationship.
- Through strategic media relations, we’ve shaped the narrative around Zoom, debunked misconceptions, and highlighted the organisation’s tangible benefits for businesses across A/NZ.
Campaigns:
- We create integrated campaigns to spotlight Zoom’s innovative products and solutions, showcasing their relevance in the evolving work environment.
- These campaigns include customer events, live demos, media education, and paid media partnerships, ensuring Zoom’s offerings resonate with target audiences.
Thought leadership:
- Collaborating with Zoom, we craft and distribute thought leadership campaigns that help organisations navigate the challenges of hybrid and flexible work.
- These campaigns also shine a light on Zoom’s CX innovations, reinforcing its position as a key enabler of modern workplace success.
“At Zoom, we move fast and need partners who are able to keep up. Mahlab has been able to do this while combining quality strategic thinking with exceptional execution into our PR program in ANZ.”
- Farshad Hashmatulla,
Former International PR Manager, Zoom
We successfully showcased Zoom’s versatility across key industries, including business, healthcare, financial services, education, and retail.
Through consistent and targeted Tier 1 media coverage across Australia and New Zealand, we reinforced Zoom’s position as a leader in hybrid work innovation.
Farsha Hashmatulla, former International PR Manager at Zoom, reflected on the partnership:
“At the start of 2020, Zoom went from fast-growing startup to household name almost overnight. We needed a partner who could help us leverage the opportunities and manage the challenges that came with this. Mahlab’s deep local knowledge, creative problem solving and top-quality counsel has meant that we've been able to effectively build our reputation with the right audiences during this exponential growth. Mahlab has always understood our business objectives and focused on delivering impactful results."
In the last 9 months, we've delivered: