Case Studies

The Company Becomes a Verb, “Dropbox Me”


When Dropbox wanted to break the news of its 525% annual growth and international expansion, we showed the world the cloud was not a flash-in-the-pan concept but a long-term reality.

Allison+Partners implemented a multi-tiered approach to bring Dropbox into the mainstream while simultaneously repositioning the company from a “cloud” and “storage” company to a syncing and collaboration service that simplifies people’s lives. In fact, we helped to double that number in six months, from 25 million users in April, to more than 50 million in October.

By repositioning the company, introducing the executives to the most top-tier media outside the technology world, taking the time to build a true cover story, and arming the executives with real-life user stories, media results included:

  • Drew Houston, Dropbox CEO and co-founder, was featured on the cover of Forbes Magazine’s October 18, 2011 issue; this was the outlet’s most-read cover story of 2011.
  • Dropbox profile stories also appeared in WIRED, Fast Company, Fortune, New York Times, on the front page of the Los Angeles Times and the San Jose Mercury News, on CNBC, CNN, Bloomberg TV, and many others.
  • Briefings were held with dozens of top-tier media, including Bloomberg BusinessWeek, Fast Company, Financial Times, Fortune, New York Times, TIME, the Wall Street Journal, etc.
  • More than 80 million impressions were achieved for the Dropbox for Teams product launch alone; coverage began with the October 2011 announcement and continued through February 2012 with long lead print stories appearing in Fortune (December 2011) and Entrepreneur magazines (February 2012).
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