Softbank Robotics

Social Media AOR

The Ask: Create brand awareness, public perception, and purchase intent in the B2B space for a high-tech robot designed to take customer service, human resources, and retail assistance to the future that The Jetsons prophesied. As a client, Softbank Robotics was not interested in traditional social media metrics such as page likes and followers. Instead, the focus was on the brand voice, tone, exec-specific targeting, thought leadership, educating the public on robotics, and normalizing human-robot interactions.

The Execution: Through social—as well as web, PR, and brand partnerships—we helped change the perception of robotics in the US from an evil, heartless, job-stealing nightmare to a friendly, helpful, approachable reality.

My Role: Social Media Manager, Strategist, Community Manager, Copywriter.

The Results: Hundreds of thousands of video views, millions of owned impressions, and billions of earned impressions. We quite literally went from zero presence in North America to the the very face of robotics everywhere.