A traditional ad showing polished screen recordings of a dictation tool wasn't going to undo that skepticism, and might reinforce it. Wispr Flow needed creator content that didn't feel like an ad, from creators who hadn't just been handed talking points. They needed genuine users and real use cases.
Wispr Flow Didn't Brief Creators on Features. It Briefed Them on Workflows.
Instead of asking creators to sell dictation software, Wispr Flow asked them to actually use it, in their real work, for days, before touching a script.
Client
Wispr Flow
Pillars
- Brand Partnership
The challenge
Voice-to-text tools used to have a credibility problem (until Wispr Flow came along). Most people have tried native dictation, found it clunky, and written off the category entirely.
The approach
The brief required creators to install Wispr Flow and use it in their actual workflow for several days before drafting anything, testing it across whatever apps they already worked in: Slack, email, ChatGPT, Notes, Docs.
Only after that did they pick one authentic use case that matched their own workflow and audience, whether that was drafting AI prompts, clearing a support queue, capturing ideas on a walk, or sending a follow-up right after a call. No stock footage, no website screen-shares.
Outcomes
By making product use a precondition of the brief rather than an outcome of it, Wispr Flow got content that looked like genuine recommendation rather than sponsorship, built around specific, believable time-saved numbers (5 minutes down to 30 seconds, 3 hours down to 1) instead of abstract claims.
The pitch wasn't "watch us demo this." It was "here's what changed once I actually used it." 206,000 impressions later (from two LinkedIn posts) - the brand reached so many new potential buyers, with content that convinced in a natural way.
