launching a new saas product 

The Objective

It was January 2026, and GWI's biggest product was set to launch: agent spark .

The objective was simple(ish): drive broad market adoption of Agent Spark beyond traditional research experts, establishing GWI as the category leader in AI-powered human insights.

The Action

Unlike our decades-old competitors who were far more corporate in tone, we wanted to be bolder.

together With marketing, product and design, we developed a new brand positioning and a full-funnel campaign.

I led all copy and content, with a strategic mix of thought leadership, pain point-driven, product-led and high intent content.

I started by developing messaging frameworks tailored to each of our target personas, then led the creation of all content – from website to email to socials and everything in between.

We delivered a range of formats including videos, case studies and help guides, pushing our new messaging across channels. 

The Result

One month post-launch, we saw drastic uptick across key metrics, with demo bookings hitting 50% over target, and in-platform engagement spiking +65%.