The framework that drove 100+ customer responses in 24 hours 

When Kay-Kay Clapp, Head of Content and Social at Typeform, sets out to build marketing campaigns, she leans on one guiding principle: keep it short, sweet, and simple. It’s not just a creative preference, it’s a way of cutting through the noise to actually connect with people.

As she puts it: “I think a lot of the time, marketers overcomplicate things. We over segment, or we create really complex campaign logic. But what we’re not doing is the very basic thing of asking our audience: ‘Hey, what do you think about this?’”

For small marketing teams, a single well-placed question can deliver outsized results. At Appcues, Kay-Kay proved it, leading the company’s most successful brand campaign to date with exactly that approach.

To mark International Women’s Day, she invited customers to nominate a woman in their organization who was making a meaningful impact on the product experience.

The response was immediate: over 100 nominations in just one day. But beyond the numbers, the campaign achieved something even more valuable. It sparked genuine, human connections with customers.

So, how did she do it?

To make that happen, she developed a repeatable process she calls the SHARE framework. Five principles that shape every campaign:

To put the SHARE framework into action, Kay-Kay looked to a tried-and-tested tactic: the small favor.

“The subject line ‘a small favor’ always performed well for us, so I borderline abused it because every time I used it, people responded. I used it at least once a quarter.”

Within the email, she kept her ask open-ended and simple, sharing a typeform with three easy-to-fill-out questions:

• What’s the nominee’s name?
• How is she improving the product experience?
• What’s her LinkedIn profile?

“Don’t overthink it,” Kay-Kay says. “For marketers who have to move fast or wear a lot of hats, you don’t have time to always deeply analyze different audience segments and create advanced logic. Going short and simple can get you a lot more than you think.”

Human-centered content

“People are so much more likely to brag about their friends than they are to brag about themselves,” Kay-Kay explains. “Letting them nominate their coworkers helped us generate more participation.” The campaign brought in 100+ responses within 24 hours (5x what Kay-Kay expected). The hook? A nomination-first approach highlighting women building product experiences or, as Kay-Kay likes to put it, women kicking SaaS.

Customers were proud of their coworkers and the nominees were delighted to be unexpectedly celebrated.

Assets for customers

Kay-Kay wanted to make something worth sharing, so her network could carry the campaign further than she could on her own. “We were looking for meaningful ways to spotlight our customers. We didn’t want to just feature them in the content. We didn’t want just logos on slides,” she explains. “We wanted to turn our customers into co-creators of our brand story.”

To do this, she created assets like:

• Custom images featuring each nominee
• Pre-written social copy for sharing
• Personal “congratulations” emails that shared the above

“It was an exercise that I could do in one evening with Canva and a glass of wine,” says Kay-Kay. “But it was the most shareable content I could have created.”

Everything linked back to a microsite sharing all the nominees and the result spoke for itself. Nominees, nominators, and the companies they worked for all shared the campaign far and wide. It was Appcues’ most-shared brand campaign to date, getting it in front of a much larger audience than their own channels would have reached.

Relationships > testimonials

By allowing customers to celebrate their colleagues, the campaign generated a huge amount of goodwill.

“We had nominators who were excited that we were spotlighting their coworkers, and nominees who were surprised and delighted to be nominated,” Kay-Kay explains. “People were really grateful, and as a result, I ended up with a list of 200+ people that I could reach out to for interviews and customer stories.”

For marketers, the instinct is often to control the narrative. But when you create space for customers to speak for themselves—on their terms—you get something far more powerful than polished soundbites. You get stories that actually matter.

Extending the campaign

International Women’s Day was a discrete, marketable moment on the calendar, but only a moment.

Rather than leave the campaign as a one-day-and-done effort, Kay-Kay’s team posted the content they created over an entire month, extending the life of the responses they had gathered.

That steady drip became its own force. Kay-Kay explains, “It almost didn’t matter what we put out, because everyone else was talking about it for us.”

Results: What happens when you SHARE

For a scrappy marketing team, the campaign had seriously outsized results. In the first 24 hours, Kay-Kay assumed she’d get 15–20 responses from customers.

She got over 100. All in all, the campaign brought in:

• 125+ total responses
• 1000s of shares on social media
• An enduring website celebrating [TK] nominees
• And a long list of warm customer relationships

The campaign turned into an earned media wave. “We got hundreds of shares and thousands of impressions, which was huge for us,” says Kay-Kay. “Nominees were sharing the campaign, nominators were sharing it, and the companies they worked at were also really excited to see their people featured. It was by far the most-shared thing that had ever happened at Appcues.”

Engaging customers who actually want to talk to you

Beyond the online attention, the outcome Kay-Kay was proudest of was the long list of people willing to talk to her for customer stories.

The value of that list is hard to overstate. The campaign let Kay-Kay build personal relationships with customers, whether she needed a customer story, an expert quote, or just someone to test messaging with.

“I effectively got testimonials for hundreds of use cases pretty quickly, by taking a step back and letting customers have a voice in shaping my strategy, instead of hunting for soundbites.”

For marketers looking to pull off an audience-first campaign, Kay-Kay’s advice is simple: let the audience drive. She made it easy for her customers to participate with a straightforward ask complimented by a short and sweet typeform.

And it all starts by asking one small favor.