The evolution
SideTeams is now Communify.ai—the same core concept, now AI-powered to elevate team communication. More than a rebrand, it’s a strategic leap forward. With AI integration, Communify.ai boosts participation, streamlines interactions, and strengthens team culture, marking a key milestone in building dynamic workplace communities.
The campaign
To drive this transformation, my team and I led a targeted social media campaign across Instagram and LinkedIn. Grounded in market research and industry insights, every decision was strategically informed to ensure maximum impact. Over two months, we crafted a compelling brand narrative using graphics, video, and motion graphics, ensuring a seamless transition while keeping our audience engaged and informed.
Laura O’Sullivan
Human Resources Manager

Age: 35 years old
Gender: Female
Education: Bachelor's degree in Human Resources
Income: € 50 000 per year
BUYER PERSONA PROFILE
GOAL
Enhance employee experience and create a more connected, productive, and satisfied workforce.
CHALLENGE
Struggling with disparate systems, lack of employee engagement, and inefficiencies in HR processes.
PROFESSIONAL BACKGROUND
Laura has been working in HR for 10+ years and understands HR professionals' challenges. She has experience managing teams within medium to large organisations. She is enthusiastic about industry trends and new HR and employee management technologies.
PREFERRED COMMUNICATION CHANNELS AND SOCIAL MEDIA
Laura has been working in HR for 10+ years and understands HR professionals' challenges. She has experience managing teams within medium to large organisations. She is enthusiastic about industry trends and new HR and employee management technologies.
COMPANY PERSONA
Mid-Market: 50 to 249, high turnover rate, hybrid/remote, knowledge intensive.
Reflective journal.
Campaign Objectives
SOCIAL CHANNELS:
Instagram and LinkedIn.
GOAL OF CAMPAIGN:
Switching branding from SideTeams to Communify.ai (Brand Awareness).
- Inform the audience about the switchover.
- Inform them about the product, company and features.
- Inform them about the reason for the Product / Content centred around the problem and customer pain points   (Employee Communications).

A secondary goal is to get viewers to the website. A link to the website will be included in most posts on LinkedIn to hopefully convert interested individuals to the website to book a demo of the product with a sales representative.

Key performance indicators for the campaign will be post-engagement and website visits.
TARGET AUDIENCE:
The target audience is current followers of the SideTeams socials. Hashtags will be used to organically reach out to people who would be interested in the product like Managers, HR, CTO and people with a general interest in internal communications and the employee experience.
Reflective journal.
Findings and Analysis
KPIs
Click Through Rate:
- Average CTR on LinkedIn for Communify - 3.32%
- Average CTR on LinkedIn - 2.66%

Engagement:
- Communify Average Engagement Rate - 7.74%
- Industry Average - 1.43% - 1.53%
Brand Switch-over
Hard to communicate this was not a rebrand.
Announcement post received great engagement and CTR.785 views and 1520 impressions.
Overall positive comments.
TARGET AUDIENCE:
The target audience is current followers of the SideTeams socials. Hashtags will be used to organically reach out to people who would be interested in the product like Managers, HR, CTO and people with a general interest in internal communications and the employee experience.
Reflective journal.