Brittani Wynn / Content Strategist & Brand Storyteller
Case Study: Glassbox – AI Product Launch Content Strategy
Client: Glassbox
Role: Social Media Manager & Strategic Communications Director
Timeline: 2023
Focus: GTM storytelling, product messaging, editorial systems, and executive amplification
💬 The Challenge
Glassbox was preparing to launch its first AI-powered product, “GIA”—a digital experience intelligence assistant designed to surface real-time insights across customer journeys. The stakes were high: how do you position an advanced AI tool in a way that feels both cutting-edge and approachable?
The market was saturated with AI hype, and Glassbox needed to cut through the noise. Internally, messaging was fragmented. There was no shared narrative between product, CX, sales, and marketing—creating the risk of a launch that felt disjointed and unclear.
🧠 The Approach
I led the cross-functional content strategy and voice development for the GIA launch. Working closely with product marketing, design, and executive leadership, I created a messaging hierarchy that centered around three pillars: accessibility, human value, and brand differentiation.
To ensure clarity and cohesion, I built:
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A platform-specific editorial calendar with tailored messaging for LinkedIn, blog, and email
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Launch assets including blog posts, demo scripts, and internal FAQs
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Ghostwritten executive LinkedIn content to humanize the AI narrative and generate early traction
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A mini tone-of-voice framework to guide the creative team and regional marketing partners
I also worked with the creative team to brief and review branded visuals and launch videos—aligning every asset with the product story and audience pain points.
✏️ Voice Snapshot
“Your AI assistant, finally human.”
This line anchored our hero messaging, contrasting GIA’s simplicity and UX with the complexity of competitors.
Every piece of content was designed to build trust through clarity—not buzzwords.
🔁 Repurposing Strategy
Core messaging was repurposed into snackable content across channels:
Executive ghostwritten posts teased launch themes and linked to gated content
Blog excerpts were reformatted into carousel posts and email nurture copy
Product FAQs were adapted into internal enablement decks for sales and CX
📈 The Results
Launched with unified messaging across marketing, CX, and product
Executive ghostwritten LinkedIn content doubled Glassbox’s average post engagement
Product page saw a 35% lift in traffic within 30 days
Sales and CX reported higher demo conversion due to clearer customer-facing language
Launch content playbook was adopted across three international regions
🛠️ Tools Used
ChatGPT, Jasper, Canva, Notion, Sprout Social, Google Docs, Slack, Google Slides