Dropbox － Market Entry Brand Communications
PR & Comms | SaaS | PR Consultant
Repositioned Dropbox from a cloud storage provider to a productivity technology platform. The project focused on shaping a new market narrative during COVID, when all communications were executed digitally.
Company
Dropbox
SaaS
PR Consultant
2021
Roles & Deliverables
Market Entry Narrative: Defined and localized Dropbox’s market entry narrative, positioning the brand as a productivity technology provider alongside players such as Google and Microsoft, rather than a standalone cloud storage tool.
Media Strategy: Owned Dropbox’s online market entry media event during COVID, engaging business, finance, and technology media and securing broad, cross-industry coverage.
Storytelling: Adapted global press releases and product announcements with local industry context to ensure relevance to Taiwan’s business and tech landscape.
Media Relations: Built and managed relationships with key media outlets to consistently reinforce the new productivity positioning across earned media touchpoints.
Impact
Shifted Dropbox’s market perception from a cloud storage provider to a full-stack productivity platform, alongside Google Workspace and Microsoft Teams
