Skype collaborates with Victoria Beckham to differentiate from Google

Skype has gone all posh with a new campaign designed to deliver “storytelling formats that fit in with the hyper connected digital-enabled generation”.

The Skype Collaboration Project campaign is seeking to “inspire and empower” users in a push to set itself apart from Google’s competing Hangouts service.

The social media company has created a standalone Collaboration Project website, which documents Skype’s influence over Beckham’s businesses over the past five years.

Users are being encouraged ask questions via video messages to engage and interest users to compete with Google’s high profile partnership strategy.

Jackie Lee-Joe, marketing director at Skype, has plans to expand the project into music and film.

She said: “What we are not doing is showcasing superfluously the capability of what we do. We’ve got a combination of Skype as a collaboration and enabling tool and then we use Skype’s capability in terms of instant messaging and group video calling and video messaging to engage a global audience and get them actively involved in the story.

“We’ve got a combination of elements that drive this partnership that might be just a little bit different to what Google Hangouts is doing.”