Hugo (Meetingnotes.com) - Static Ads Creative Designer

Hugo (Meetingnotes.com) is a standout player in the B2B SaaS landscape, offering an intuitive meeting productivity platform that transforms how teams prepare for, run, and follow up on meetings. Designed for fast-paced, collaborative environments, Hugo integrates seamlessly with popular tools, allowing teams to centralize meeting notes, action items, and agendas—all in one streamlined workspace. Their core mission is to make team collaboration more actionable and connected, eliminating silos and making meetings more valuable across organizations.

As Hugo continued to scale in the competitive B2B SaaS space, they identified a key growth opportunity: optimizing their customer acquisition strategy through paid social channels—specifically Meta (Facebook & Instagram) and LinkedIn. These platforms offered rich targeting capabilities, ideal for reaching their niche audience of professionals, team leads, and decision-makers in tech-forward companies.

However, Hugo faced a clear challenge. While their product was strong, their messaging needed to be simplified and made more engaging in order to resonate with cold audiences. Their social ads had to do more than just drive clicks—they had to educate, inspire trust, and ultimately convert curious users into qualified leads.

The main obstacle Hugo needed to overcome was distilling the complexity of their platform into concise, compelling messaging that could quickly capture attention in crowded social feeds. They also needed to convert passive engagement into high-quality, sales-ready leads at scale.

To address this, a strategic overhaul of their paid social creative approach was implemented. The focus shifted to high-performing ad formats such as animated explainer videos and visually-driven static image creatives—both designed to communicate value clearly and spark immediate interest.

This refined creative strategy paid off. Hugo saw a significant 50% reduction in cost-per-lead (CPL), signaling improved targeting, clearer messaging, and stronger conversion pathways. The success of this campaign not only validated their product-market fit but also helped position the brand as a valuable asset in the productivity tools ecosystem.

Ultimately, these efforts contributed to a major milestone: Hugo’s acquisition by Calendly, a widely-used scheduling platform, recognizing the strategic value and complementary functionality that Hugo brought to the market.

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