The Nitty Gritty
Building an AI note-taking brand from the ground up.
We created and managed Cockatoo’s social foundation, content system, brand voice, creator direction, and ongoing account strategy across multiple audiences and use cases.
Turns audio into organized notes.
Builds study guides from your notes.
Lets you ask AI questions about what was recorded.
What Buzz Managed
The account, the content, and the creators behind it.
We launched the social presence and created its content foundation rather than inheriting an established account.
Messaging evolved around app-download insights, audience behavior, and how different users relied on the app.
The Opportunity
There was an app. We built the social system around it.
Cockatoo is an AI note-taking app that turns lectures, meetings, interviews, podcasts, recordings, and voice notes into organized written notes.
Cockatoo came to Buzz without an established social presence or content system. We launched the account, developed its initial visual identity and messaging, and created the recurring framework that would guide the brand’s social presence from its earliest posts.
As the account developed, we adjusted the messaging around app-download information, audience response, and the different ways people used Cockatoo. Students cared about studying and keeping up in lectures. Professionals cared about organized meetings. Creators, podcasters, and teams needed usable notes from longer recordings.
That meant the social strategy could not rely on one generic productivity message. It needed to show the right benefit to the right audience.
The Strategy
Build the foundation first. Then make every post work harder.
Starting Point
We built the social presence from its first post forward.
- No established social account, audience, or content system
- Created and launched Cockatoo’s Instagram presence
- Built Story Highlights and profile education to clearly explain the app
- Established recurring content formats and messaging
- Began building and growing the audience
What Needed Clarity
The app needed a specific reason to matter to each audience.
- Students needed better study outcomes
- Professionals needed organized meeting notes
- Creators needed usable notes from recordings
- Teams needed information that was easier to revisit
- Every feature needed a clear real-life use case
What We Built
One flexible social system that could speak to multiple audiences.
- Brand voice and messaging direction
- Recurring educational content
- Audience-specific hooks and use cases
- Organic social and UGC workflows
- Ongoing optimization based on account insights
Audience-Based Messaging
The same app did not need the same story every time.
We adapted the message using app-download data, audience behavior, content response, and the use cases showing up across the account.The App Story
From an audio file to notes you can actually use.
Click through the workflow to see how we simplified the app experience for social content.Start With Audio
Upload the information you already have.
Add a lecture, meeting, interview, podcast, video, voice note, or longer recording.Turn Audio Into Notes
Get organized written notes without typing every word.
Cockatoo processes the recording and creates notes that can be searched, reviewed, and reused.Campaign direction: Lead with specific customer pain points before explaining the feature.
Next step: Build three audience-specific variations for the upcoming campaign.
Organize the Information
Pull the important points out of a longer recording.
Turn one long conversation into summaries, action items, key ideas, and sections that are easier to revisit.Build a Study Guide
Turn organized notes into material that is easier to review.
Cockatoo can structure the information into a study guide built around the topics, definitions, and ideas inside the recording.- Positive reinforcement
- Negative reinforcement
- Behavioral conditioning
- Long-term pattern development
Ask the AI
Ask questions using the information inside your notes.
Users can ask for clarification, revisit a topic, or pull a specific answer from the recording without searching through everything manually.The Content System
A flexible system for more than one type of user.
Start with a problem people recognize.
Information overload, fast conversations, missed details, messy notes, and recordings that never get revisited.
Show where the app fits.
Lectures, meetings, interviews, podcasts, creator workflows, research, and voice notes.
Make every feature easier to understand.
Explain how Cockatoo turns audio into notes, organizes information, creates study guides, and answers questions.
Let real workflows explain the value.
UGC showed how the app fit into a real day rather than relying on another standard screen recording.
End with what the app helps someone accomplish.
Better organization, stronger preparation, less manual note-taking, clearer follow-up, and information that is easier to use.
Premium Service
How We Do UGC
Find the right voice.
We searched for creators whose audience, communication style, and daily routine aligned with the use case.
Review the fit.
We evaluated creator quality, content style, camera presence, communication, and overall brand alignment.
Shape the story.
We developed the angle, hook, talking points, app integration, feedback, and revision direction.
Keep it organized.
We managed timelines, communication, reviews, revisions, approvals, and the final delivery of usable assets.
Creator Direction
Different creators told different parts of the story.
Lecture and study workflow
This direction focused on keeping up during lectures, turning recordings into organized notes, and building review material without manually typing everything.
How We Managed It
One connected direction across the entire account.
Build the system from the beginning.
We developed the voice, recurring formats, content structure, audience direction, and ongoing workflow.
Balance education and personality.
App education was paired with relatable pain points, humor, routine-based content, and clearer outcomes.
Manage the creator process end to end.
Buzz handled sourcing, vetting, direction, communication, revisions, approvals, and final asset delivery.
Change the story based on the user.
Messaging evolved around app-download information, audience behavior, and the different use cases connected to the app.
Keep refining what the account needed.
Hooks, formats, features, creator concepts, and audience angles continued changing as the account developed.
The Refinements
What changed as the account became more focused.
The Strategic Shift
From explaining an app feature to showing what someone could accomplish with it.
- Broad productivity language
- Feature-first explanations
- Heavy use of technical terminology
- One message for every audience
- Standard screen-recording demonstrations
- Clear audience-specific use cases
- Outcome-led storytelling
- AI note-taking language people understand
- Messaging shaped around download insights
- Natural creator workflows and stronger hooks
“Transcription” was not always the clearest entry point.
We increasingly used clearer language such as AI note-taking, turns audio into notes, and organized notes from recordings.
Saving time was too broad on its own.
The message became stronger when saving time led to better studying, clearer meetings, easier follow-up, or usable content.
One audience message could not carry the account.
Students, professionals, creators, podcasters, and teams needed different examples of where the app fit.
Standard demonstrations needed more real life around them.
UGC focused more heavily on routines, recognizable frustrations, creator personalities, and the outcome after using the app.
What’s Working
Progress through ongoing refinement.
A recognizable account system
Cockatoo gained a more consistent social identity, recurring content structure, and clearer messaging foundation.
Easier feature education
Technical ideas became easier to understand through simpler language, practical demonstrations, and real use cases.
More relevant messaging
Content became more specific to the needs of students, professionals, creators, podcasters, and teams.
Stronger UGC direction
Creator content became more closely connected to real routines, campaign goals, audience pain points, and the app’s broader value.
Ongoing Focus
What we continue building on.
Built from the beginning.