Case study
Can a creative campaign tactic help you stand out in a crowded space?
pieces of coverage
social impressions
global press interviews
About the client
Poly – acquired by HP in 2022 – designs professional-grade audio and video solutions to help people communicate. Over a three-year partnership, Spark helped position Poly as a champion of hybrid work, including this standout campaign that aimed to shape the conversation around new workplace norms.
Challenge
Following COVID, hybrid working had gone mainstream, but much of the conversation focused on tech setup and productivity, leaving a gap around human behaviours and etiquette. Poly had a clear point of view on the future of hybrid work, but needed a way to stand out in a crowded space and engage audiences beyond IT decision makers. The challenge was to create a fresh, relatable conversation that would position Poly as a cultural commentator on modern working life, not just a hardware provider.
The Spark team has been absolutely legendary and a real ideas machine for our team. The team is really professional and has a culture of dealing with news patiently, as well as having clarity on goals, which is extremely important for our business.”
Sonal Bisht, Head of Corporate Communications EMEA at Poly
Action
To create something truly unique and eye-catching, we partnered with Debrett’s – the authority on modern etiquette – to co-create a guide to behaving well in the hybrid workplace. From waving at the end of video calls to avoiding ‘meeting munchies’, the guide offered a light-hearted but insightful take on emerging workplace norms.
Spark led the narrative development and media strategy – ensuring the content resonated beyond tech press and reached workplace, culture and lifestyle journalists. We launched the guide at ISE Europe and delivered a coordinated international roll-out, complete with translated press materials, tailored pitches and media briefings across key global markets.
Impact
The campaign generated over 50 pieces of global media coverage – from Forbes and Bloomberg to the Daily Mail, Digiday WorkLife and Emotion.de – positioning Poly as a go-to voice on hybrid work culture. The light-hearted but timely angle helped us secure 15 media briefings and 115,000+ social impressions, creating buzz both in the press and across social platforms.
The guide became a lead-generating asset for Poly’s marketing team at ISE Europe and helped spark ongoing conversations about etiquette, behaviour and technology in the evolving workplace, firmly establishing Poly’s role in shaping how we work now.
