European VoIP company gets wide exposure in US

The Company

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.

The Challenge

  1. 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.
  2. Visual communications and messaging: cultural nuances and different competitive landscape required a deep rethinking of their target personas, messaging and visual style.
  3. Go-To-Market: lack of experience in the US market was the main reason for Zadarma to seek help with their brand awareness campaign.

To help them achieve their goal, at Emerald Marketing we did:

Market, Competitors and Persona Research

Messaging & Visual Communications

Content, SMM and Search

Tracking and Analytics


1. New messaging & visual style guide.

After extensive content & UX audit, we updated the website and developed new visual style guide. We also created multiple landing pages - both for mobile & desktop.

2. Brand Awarness Campaign


  1. Social Media: Facebook, Twitter, LinkedIn, Quora
  2. Search: Google AdWords
  3. Content: Medium, Business2Community, The Next Web, LifeHacker, TG Daily


5 months

Reach: 1.3M

Engagement: 24.6K

Website - new visitors: 28.1K

Payments: 2 190 transactions

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