FSQ Graph / Foursquare
In 2023, Foursquare, the leading cloud-based location technology platform, launched FSQ Graph, a first-of-its-kind geospatial data technology. Foursquare planned to launch a 360 campaign and web experience to illustrate its commitment to innovation and privacy and gain the attention of data scientists, analysts, and business development partners. The launch posed a unique marketing challenge — FSQ Graph was not a new product in the traditional sense but a complex technology. We needed to succinctly explain how this technology worked to specialist and non-specialist prospective audiences and show why it was superior in the geospatial data space.
Partnering with the lead marketers, I developed copy for an interactive landing page that distilled the nuances of the pioneering technology. Our unifying visual concept was a series of colorful, unconnected shapes that dynamically puzzle-piece together to communicate how Graph unifies complex data to unlock insights. My campaign headline, “Shape the Future with Foursquare Graph,” plays off this graphic device; we used it across homepage banners, animations, CRM, and paid social assets.
The FSQ Graph landing page saw more page views than prior tech and feature launches. The CTR from the homepage banner was also higher than average, coming in at 16% vs an average of 10%. The launch campaign generated 9 pieces of press coverage, four speaking opportunities, and three external speaking engagements, which generated 380+ leads.
On LinkedIn, Foursquare saw significant employee engagement, resulting in 110k total impressions at launch, a 176% increase in organic impressions, and a 52% lift in sponsored impressions (compared to the prior day). Paid advertising on Linkedin, Quora, Reddit, and Stack Overflow generated 300k +/- impressions. Launch and webinar emails had higher open rates than usual, engaging 20% of their database.
My role: Editorial Direction
Amal Chandaria: Creative Direction
May 2023