Dropbox

Sparking the magic of momentum on social

Overview

From file storage to feed favorite

Dropbox has 700 million users and a reputation as the place where creative work lives. Musicians, filmmakers, and designers have been trusting the platform for years. As Social Agency of Record, Big Spaceship helps ensure the brand’s social feeds reflect this by building the strategic foundation, brand voice, content system, and real-time instincts that make Dropbox's feeds feel as creative as the people using it.

Opportunity

Proving to creative and marketing professionals how Dropbox deeply understands creative collaboration and workplace culture

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Solution

Strategy built for creative changemakers

We reimagined Dropbox’s social identity with a refreshed persona and strategic playbook that guide the brand in being human, helpful, and relatable to the creatives who use it. This strategic foundation aimed to make modern creative professionals feel seen, so our content approach and channel strategies balanced brand sensibilities with humor, specificity, and a commitment to the unexpected.

Execution

An always-on pipeline balanced by campaign support

Dropbox’s new social presence was grounded in the small nuances of how creative work actually feels. Distinct. Resonant. A Little Bit Too Real. Content produced in-house reflected the real workplace truths made by people who understand creative work. Across evergreen moments, new product launches, and trending cultural events from Sundance to F1 victories, Skrillex surprise drops, and Hilary Duff album announcements, Dropbox’s platform-native assets earned a place on organic and paid feeds by championing the creative community clicking ‘share’ on thousands of Dropbox files daily.