Why is showing creative work important to WeTransfer's overall brand identity?
It has always been there from the beginning, and it has been fantastic to see how we can build that up. We’ve always given the wallpaper impressions to artists from the start, the idea being that the people who were using WeTransfer were creative and therefore wanted to see creative work. That then was built into a Wordpress blog where we told the stories behind the wallpapers and now is WePresent. I think we have seen that user loyalty and brand affiliation comes from a company doing something that you love or find helpful. Our aim is to always bring inspiration to the people using WeTransfer and reading WePresent, and I think it creates this lovely full circle approach.
Do the amount of views and audience engagement influence what projects get made? What is the hope for how viewers engage with the site?
I think having the mix of the different projects above is really the key. The content strategy has always had multiple streams because we want to give our audience a taste of different things: artists that they’ve never seen before, stories they’ve never heard about, and new work by artists that they love. In terms of audience engagement, I think for us, we hope, in this digital age, to always make stories that are interesting on screen, that give you a new way of consuming a photo or music story, and that, ultimately, people want to share with their friends.