Zadarma is VoIP company based in Europe (Bulgaria, Spain, Poland). They offer VoIP calls, texts and virtual phone numbers all around the world. They also have Cloud PBX service that can be turned into a fully functioning office phone system.
In 2017, they launched a data center in New York and opened their first office in the US. Their goal was to increase awareness about their services in North America.
- Website localization and simplification: their English translation was far from perfect. VoIP industry has a complex methodology, and the part of the website with client account setup had many terms that were difficult to understand for end users.
- Visual communications and messaging: cultural nuances and different competitive landscape required a deep rethinking of their target personas, messaging and visual style.
- Go-To-Market: lack of experience in the US market was the main reason for Zadarma to seek help with their brand awareness campaign.