September 30, 2025
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What do Snoop Dogg and a two-person marketing team have in common? They made LinkedIn history.
Notion’s social team pulled off one of LinkedIn’s biggest campaigns ever, and it wasn’t the tech company’s giant budget that propelled it.
It was just two people listening to their customers and having fun.
In this newsletter:
How Notion turned customer requests into a successful marketing campaign
A three-step framework for building these campaigns
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Weekly Insight
For months, Notion users had been asking for the same thing: “Can we get Notion-style avatars?”
Most people would file this request under “nice to have,” then move on and continue building out features. This wouldn’t necessarily be wrong to do, but when you’re looking for chances to stand out, you need to pay attention to these kinds of things.
Luckily, Notion had a plucky, two-person social team that was definitely paying attention.
Instead of brainstorming on a blank whiteboard, they just… gave the people what they wanted. They created an easy-to-use Notion-style avatar generator.
But, importantly, they didn’t stop there. If they had, the “Notion Faces” campaign would’ve been a well-intended waste of time. It would’ve gotten a bit of attention from the platform’s diehard customers, then faded out of relevance.
Instead, Notion’s social team executed the campaign masterfully.
Partnered with 50 influencers
Had each create their Notion-style avatar
Got them all to post about it on the same day
This became one of LinkedIn's biggest marketing stunts ever. People saw that something was going on, had an easy way to take part, and just did it. Heck, even Snoop Dogg joined in.
Most impressively, Notion achieved this by starting with something their customers had already told them they wanted. Instead of guessing what would resonate, they amplified what already did.
The lesson isn't about influencer marketing or coordinated launches. It's about recognizing that your customers are already giving you the answers.
While most companies spend months debating campaign concepts, the best ideas are often hiding in your support tickets, feature requests, and casual user feedback.
📚 Related Reading
Rohan C and Priyanka Malik (Sprinklr)
A straightforward breakdown of what listening actually looks like across channels, with some practical ways to spot patterns you might otherwise overlook.
Sarah DeFreitas (MomentumABM)
Advice on turning customer listening into a repeatable system for your business.
Michał Jońca (Brand24)
Case studies of other brands that turned customer chatter into campaigns. Further reminders that creative ideas don’t always come from the boardroom.
Intent to Action
Here's how to build your own version of Notion’s listening-first approach to marketing:
Step 1: Set up listening systems
Most companies are sitting on marketing gold without realizing it. Start mining these conversations:
Sales calls: Record them (with permission) and listen for recurring questions, objections, or requests. Tools like Gong or Chorus make this easier, but even a simple spreadsheet tracking common themes works.
Support tickets: What do customers ask for most? What frustrates them? Your support team is having conversations with your market every day.
Social mentions: Set up Google Alerts for your brand name, product category, and competitors. Track what people say when they think you're not listening.
Feature requests: Don't just log them. Look for patterns. Three people asking for the same thing might represent 300 people who haven't spoken up yet.
Step 2: Turn insights into human stories
Raw data doesn't make good marketing. Human stories do.
Instead of: “Our software increases productivity by 25%” Try: “Sarah finally took a vacation because our tool handled her daily reports”
Write like you're texting a friend, not presenting to a boardroom. The best marketing feels like a conversation with a friend.
Step 3: Test and iterate
Start small and scale what works:
A/B test different tones in your emails. Does conversational beat corporate for your ICP?
Track the right metrics. Engagement is nice, but does it lead to actual sales?
Document what you learn. Keep a simple record of what messages resonate with which segments of your audience.
The goal isn't to be clever. It's to be useful. When you're solving real problems that people already care about, marketing stops feeling like an interruption and starts feeling like a service.
That’s when it works.
Stop interrupting what people are interested in and be what people are interested in.
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