How do you turn scrutiny into success?
Challenge
In 2020, Zoom became a household name, essential to daily life and work around the globe. But by 2024, with the shift back to office spaces, Zoom faced the challenge of staying top-of-mind in Australia and New Zealand. The company needed to lead the conversation on flexible and hybrid work while showcasing its value beyond video conferencing—demonstrating its versatility across industries like retail, education, banking and healthcare.
Our Approach
Mahlab's strategy focused on increasing Zoom’s visibility and reinforcing its commitment to Australia’s hybrid work landscape. By spotlighting Zoom’s innovations and regional investments, we strengthened the company’s position in the new era of work.
Develop strategic media relations and thought leadership:
- We positioned Zoom’s executives as thought leaders in hybrid work, securing high-quality coverage in top-tier tech and business publications.
- This coverage showcased Zoom’s impact across various sectors, demonstrating its broader capabilities beyond video conferencing.
Launch targeted local campaigns:
- We launched campaigns to highlight Zoom’s latest products and solutions through customer events, live demos, and media education.
- Major events such as the APAC Education Summit, APAC Healthcare Summit, and Zoomtopia helped amplify Zoom’s relevance in the evolving work environment.
Create and distribute research-driven content:
- We crafted and distributed content based on local research to highlight Zoom’s customer experience innovations.
- For instance, Zoom’s 2023 study found that 60% of Australians said remote services had improved their quality of life. This insight was used in the Life Admin campaign, positioning Zoom as a vital tool in everyday life.
“Mahlab has always understood our business objectives and focused on delivering impactful results. 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,
International PR Manager, Zoom
Mahlab’s strategy reinforced Zoom’s versatility across industries, positioning the company as more than just a video conferencing tool. By consistently securing tier-1 media coverage, we helped Zoom stay at the forefront of the conversation around the future of work. Coverage included:
- 400+ total articles
- 115 tier 1 articles
- 21 interviews
- 156 positive, on-message articles
Farsha Hashmatulla, 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. 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.”