Campaign
State of Customer Conversations 2024
LivePerson
LivePerson's comprehensive study of 1,500 consumers and 500 business leaders uncovers key trends shaping customer interactions, driving strategic insights through an impactful report and campaign.
About
To kick off 2024, LivePerson set out to explore the evolving landscape of customer conversations and their impact on CX strategy. Surveying over 1,500 consumers and 500 enterprise leaders, we uncovered key trends in customer expectations, engagement channels, automation, and response times. These insights would serve as the foundation for our content strategy throughout the year.
The challenge was not only to translate this data into a compelling report but also to craft an engaging, multi-channel experience that maximized its impact. This included a designed report, bespoke illustrations and data visualizations, and an interactive microsite to serve as the central hub for the content. To bring this vision to life, we partnered with a third-party agency while ensuring seamless cross-functional collaboration internally.
Categories
Creative Direction
Agency & Vendor Management
Multi-Channel Campaign
Print Production
Cross-Functional Collaboration
Role
Led the creative strategy and direction, overseeing execution by the third-party agency.
Ensured alignment across internal teams and external partners through structured check-ins and detailed communication.
Developed a unified brand framework that integrated bespoke atomic elements with LivePerson’s corporate brand identity.
Maintained consistency across all touchpoints, from digital experiences to paid media, social campaigns, email marketing, sales materials, and internal communications.
Managed production of the physical report, ensuring high-quality execution for distribution at executive meetings, tradeshows, and industry events.
Execution
Successfully launching this initiative required tight coordination across marketing, design, and agency teams. Beyond the report and microsite, we extended the campaign's reach through internal and external activations, ensuring sustained momentum post-launch. This meant delivering assets under tight deadlines while maintaining a high standard of quality across all channels.
Results
The campaign was a standout success, becoming the highest driver of MQLs for a majority of the year. We achieved 95% of our total MQL goal and exceeded expectations with 128% of our New Logo MQLs. The report’s insights, data, and visuals became a foundational pillar for both Marketing and Sales strategies, continuously leveraged in key materials.
One of the most rewarding aspects of the project was the unique visual representation of AI. In an oversaturated market of AI imagery, we aimed for a more cerebral and interpretive approach. The glowing yellow light used in our illustrations symbolized warm, approachable guidance—a visual metaphor for AI as a tool that provides clarity in moments of uncertainty.
