For a business that specializes in remote work tools and services, the COVID-19 pandemic offered an important opportunity.
New customers were looking for solutions to help employees connect securely and easily over remote connections, and LogMeIn, the maker of GoToMeeting, wanted to lead the pack with its offerings.
The company worked with its agency, Lewis, to develop earned media and social media strategies to get the word out. We caught up with Amanda Kelley, a vice president at Lewis, who discussed the campaign.
“With little time for planning, LogMeIn doubled down on its support for customers, while leveraging its offering to help communities deal with COVID- 19,” Kelley explains. “The company launched an Emergency Remote Work Kit, which included all its remote work tools. LogMeIn made the offering available free to governments, healthcare organizations and educational institutions, as well as for customers needing to expand their agreements to include more services and licenses.”
Refocusing during a crisis
Even for a company like LogMeIn, the pandemic demanded a revamped strategy—in this case, helping the company to position itself as an essential resource for companies facing a new remote reality.