Redefining Voice Post-Breach with LastPass

Challenge: Six months of channel dormancy + defensive, legalistic crisis voice after a major breach. I pitched and won the chance to rebuild a customer-facing voice that could talk to people again and change online sentiment for the brand. Over the course of 18 months, we built a new social persona and voice that spoke directly to people rather than speaking to the past.

Owned vs. Directed: I led the agency team of 4 junior writers and creatives while working closely with the agency’s creative studio. From the beginning, I built the social strategy from the ground up – persona development, voice & tone do’s and don’ts, and reporting to ensure stakeholders remained confident in our work. Internally at Clarity, I mentored younger writers, ideated on content pillars and creative execution, and managed daily writing and posting.

Approach to Voice: I knew from past experience that the craft here was restraint – knowing when not to be clever, knowing when to be brutally transparent as far as the legal department allowed, and knowing when to engage passively and actively as the brand. A recently compromised password manager cannot be witty.

Outcome: Sentiment shifted from negative → neutral/positive within 90 days of the channels going live again. While some audience members remained (and continue to remain) negative, the broad social audience returned to business as usual.