Marketing Research of WeWork

Marketing research of WeWork:
WeWork is the 11th most valuable startup in the world. It is the globally recognized platform for
shared office spaces. It provides work space mainly to the technology startup subculture
communities, and services for entrepreneurs, startups, small businesses and large enterprises.
WeWork designs and builds physical and virtual shared spaces and office services for
entrepreneurs and companies.
How WeWork become so successful?
In just eight years, WeWork has evolved into a major brand. Being an idea innovative its
marketing strategies also played a very important role for the growth and expansion of this
brand. Its mission is not just to provide a working space but they are also changing the way of
work startups perform. They are trying to create a community where people work to create life
not just living.
They focused on “we” instead of me which shows the inclusiveness what brand is trying to
achieve. It also shows the fewer products and more community.
We can learn a lot from their marketing strategies so First I will take you to their
Instagram strategy.
1. They have reframed their brand – Targeting their customers by creating content and
posting it on their Instagram which inspires them most. Focusing and creating Idea around
those things only which matters them the most. Sticking to their true value and supporting
and empowering community is the main message what they are trying to deliver.
2. Collaboration with the community’s influencer – WeWork continuously supports those

who supports creating new things and not afraid of failure. They create additional content
by collaborating with them. This attracts new eyes who follow these influencers.
3. Personalized or customised themes – WeWork has successfully brought different cultures

in their post by introducing local themes. As for example they have created different posts
of different location and appealing to the target audiences of that specific location in their
language and customs.
4. Empowering their employees – Using employees in their stories for the promotion has always
worked for this brand. To generate trust and originality they never hesitate to use real
person rather than paid models. They share their employees post through their own
Instagram page. These helps in creating a community where every individuals desire to be a
part of it.
Facebook Advertising strategy:
By running ad on facebook and Instagram WeWork successfully achieved 88% reduction in the
cost per desk. There were 10X increase in return on ad spend. To attract attention to WeWork’s
unique vision and business model, the company had previously run photo lead ad campaigns,
but people had been confused about the ad's intent and even the type of business that WeWork is so
the company didn't receive the quality leads and results it was looking for. To better convey its
value proposition and to ensure a more relatable, understandable and eye-catching ad
campaign that would also result in better leads and conversions, WeWork decided to
collaborate with Facebook Creative Shop to test out its “create-to-convert” pilot program. In
this program, the team’s strategy was not to scrap the existing ad assets, but to use them in a
more innovative way.
Key messages in Ad- Your think, launch, invent, innovate, do, make etc
Target audience- 27-54 aged men and women
Location- Los Angeles, San Francisco, New York city, and London.
Custom audience – Excluded existing members and employees.
Setting of marketing strategies for Trell.
Segmentation of customers: a. Avid travelers and foodie – mainly millenials

b. Those who travel once in a year or in 2 years
c. Local or domestic traveler
Target customers for trell – Young age people between 16 years to 40 years.
1. Local Content marketing – To reach out to local audience. It is very much important to
create content in local languages in respect to keeping consideration of local
communities.
Example: At the time of Durga puja create an advertisement on social media about
Kolkata in local language. This will gain trust and attraction of the particular community
in that particular time. It will be a great chance to generate as much leads as possible.
2. Partnership with local niche influencer – Collaboration with local influencer will also
help in generating leads in a community.
Example – Partnering with local traveler who has an influence over a particular
community will help in attracting new eyes.
3. Social media advertising – Use of facebook, Instagram and snapchat to promote the
brand will be very much effective. Use of forums like quora etc will also give us an edge
over other competitor.
4. Mobile designed ads – Keeping in view of the number of mobile users in the market
mobile friendly ads is very much important. Since it has the potential to capture the
micro-moment of the consumer every marketers use it as a powerful tool.
Example : During festivals or vacations those who are looking for vacation trips always
searches on mobile. So, by creating advertisements on Google and Facebook at that time
will drive good responses.
5. Local Search ads - Local search ads are one of the most reliable and cost effective ways
to drive sales and leads. Setting up local search ads with Google means your business can
be listed at the top of the results when a user conducts a local search relevant to your
business.

Marketing Research of WeWork

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Marketing research of WeWork:

How WeWork become so successful?

2. Collaboration with the community’s influencer – WeWork continuously supports those

3. Personalized or customised themes – WeWork has successfully brought different cultures

Facebook Advertising strategy:

Setting of marketing strategies for Trell.

Segmentation of customers: a. Avid travelers and foodie – mainly millenials

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