Aircall was launching enhanced AI capabilities with its new Aircall AI (previously ‘AI Starter Package’). Given the crowded conversation around AI, Aircall had to differentiate its product and narrative with an impactful announcement that could cut through the noise. Archetype worked with Aircall to execute a year-long campaign that made them stand out while reaffirming the company’s vision and demonstrating innovation.

We took a multi-channel approach and strategically amplified key moments to drive spikes around different phases of the product launch. We executed a media strategy that landed a CEO interview and drove coverage with strong message pull through, drafted and launched Aircall’s AI Index (a global report analyzing the behavior and attitudes towards the potential of AI in the workplace), and produced organic content, blog posts, infographics, one-pagers, AI Action Plan assets, and new talk tracks on the topic. 

This approach created a high-volume of awareness across all phases of the campaign, notably among Aircall’s core target audience of small businesses, with 112 pieces of coverage, including Computer Weekly, Information Age, Intelligent CXO, Reuters, and The Times. The report itself generated over 1,500 downloads, and the research was shared across webinars, in-person events, social posts, and thought leadership. The campaign also achieved over 28,000 impressions on LinkedIn, 10,000 on Instagram, and more than 6,700 on YouTube.

Six months since the launch of Aircall AI, the Call Transcriptions capability has transcribed over 100 million calls, enabling more small and medium-sized businesses to innovate and grow efficiently.