Grammarly > Case Studies > How Zoom Supercharged Its Content Engine to Meet Surging Global Demand

How Zoom Supercharged Its Content Engine to Meet Surging Global Demand

Company Size

1,000+

Country

United States

Product

Zoom
Grammarly Business

Tech Stack

AI-powered communication assistance

Implementation Scale

Enterprise-wide Deployment

Impact Metrics

Brand Awareness
Customer Satisfaction
Productivity Improvements

Technology Category

Analytics & Modeling - Natural Language Processing (NLP)
Application Infrastructure & Middleware - API Integration & Management

Applicable Industries

Software
Telecommunications

Applicable Functions

Business Operation
Sales & Marketing

Use Cases

Chatbots
Remote Collaboration

Services

Software Design & Engineering Services

About The Customer

As the business world shifted to fully-remote and hybrid models, Zoom became one of the world’s most in-demand video communication platforms. They faced unprecedented demand to keep people connected and business moving forward. The world now knows that remote and hybrid work are ways to keep teams connected and collaborating no matter where they are globally—but it wasn’t always that way. Zoom’s easy-to-use interface changed the way we work, and did so almost overnight.

The Challenge

Zoom faced a sudden wave of new audiences in new regions that needed education on how to use the platform. And they needed to keep up with the pace of global adoption. How would the company keep internal and external communications aligned in every market and tell a consistent story around the world? Zoom’s content team found themselves doing more writing gut-checks, and inconsistent terminology created bottlenecks and unnecessary rework. The growth pushed Zoom’s lean marketing team into a race against time to onboard new staff while continuing to delight an ever-expanding user base. Rapid global hiring increased the need for consistency in messaging and brand tone. Slight differences in spelling and grammar were time-consuming for content teams to catch. For example, the Zoom team preferred American English for external communications and had to edit each instance of British English manually. Jumping into the front lines of one of the world’s most recognized brands put enormous pressure on new hires to get things right. A social post with a spelling mistake could potentially be seen by millions of people. Customer-facing content had to land a helpful, friendly tone across markets. The volume of content production created review bottlenecks.

The Solution

With many of the Zoom team already familiar with and using Grammarly, the marketing and communications teams put Grammarly Business to the test as their real-time writing resource. AI-powered communication assistance offered suggestions to increase correctness, clarity, and engagement. Brand tones and style guides allowed Zoom to tailor Grammarly Business recommendations to their unique brand standards. This ensured consistency worldwide, saving Zoom more than 7,000 estimated hours (or $210K) on written communication. Zoom took advantage of the Grammarly Business custom style guides feature, creating over 175 rules to keep communications on-brand and consistent across the globe. The tool’s in-line style suggestions accelerated workflows, helping new hires learn about brand guidelines as they write. Now, anyone on the marketing team and in a customer-facing role has the brand-official tones and terms to properly represent Zoom. Grammarly’s in-line writing feedback on correctness, clarity, style, and tone enhanced the quality and consistency of all internal and external communication as Zoom rapidly grew, from team interactions to branded materials, social media and blog posts, and more.

Operational Impact

Zoom's content team found themselves doing fewer writing gut-checks.
Inconsistent terminology was reduced, eliminating bottlenecks and unnecessary rework.
The tool’s in-line style suggestions accelerated workflows, helping new hires learn about brand guidelines as they write.
Grammarly’s in-line writing feedback on correctness, clarity, style, and tone enhanced the quality and consistency of all internal and external communication as Zoom rapidly grew.

Quantitative Benefit

Saved over 7,000 estimated hours on written communication.
Saved $210K on written communication.
Improved 71 percent of communications within nine months of using Grammarly Business.
Delivered over 10,000 style guide suggestions.