WeWork - Do What You Love
Instead of promoting office spaces directly, the campaign highlighted the lifestyle and mindset of passionate professionals. It made WeWork feel like a movement rather than just a service, attracting those who value purpose-driven work and community support.
The campaign focused on real-life stories of entrepreneurs, freelancers, and startups, showing how WeWork provides the perfect space and resources for them to thrive. It emphasized collaboration, flexibility, and inspiration, reinforcing WeWork mission to empower individuals to do what they love.
The campaign primarily targeted entrepreneurs, freelancers, startups, remote workers, and creative professionals looking for a dynamic and collaborative work environment.
TARGET AUDIENCE
About the
Campaign -
Instead of promoting office spaces directly, the campaign highlighted the lifestyle and mindset of passionate professionals. It made WeWork feel like a movement rather than just a service, attracting those who value purpose-driven work and community support.
Core Theme of the Campaign -
1. More Than Just Office Spaces e� The campaign redefined WeWork as a space for inspiration, creativity, and meaningful work rather than just a co-working provider.
2. Real Stories, Real Impact e� It featured real professionals who found success and motivation through the WeWork community, making the message authentic.
3. Freedom and Flexibility e� It appealed to the modern workforce desire for flexibility, showing WeWork as a solution for those who dont want traditional office constraints.
4. Community-Driven Approach e� The campaign emphasized networking, collaboration, and shared growth, positioning WeWork as a hub for innovative thinkers.
5. Emotional and Aspirational Messaging e� It tapped into the idea that people work best when they love what they do, making it a feel-good, motivational campaign.
6. Multi-Platform Execution e� The campaign was promoted through digital content, social media, video storytelling, and influencer collaborations to reach a wide audience.
7. Minimal Product Selling, Maximum Inspiration e� Instead of focusing on pricing or amenities, it focused on the emotional appeal of following one passion in a supportive workspace.
8. Encouraged Audience Engagement e� The campaign invited people to share their own stories of doing what they love, making it interactive and community-focused.