Meltwater has teamed up with 1000heads to launch a new brand campaign that highlights the challenges that PR, marketing, and research teams face when trying to make informed and impactful business decisions.
The global media, social and consumer intelligence company transforms data into insights for 27,000 customers around the world to drive results.
The “Guesswork Doesn’t Work” campaign was executed by the Australian creative team 1000heads in partnership with content agency Monster & Bear and has gone live in APAC, the Americas, and EMEA.
The strategy behind the creative is centred on everyone thriving when great work is done that is driven by robust, actionable insights. The only type of work that has no place in a company is guesswork.
The creative hero video features characters Seth and Ria from marketing, who are more focused on snacks than brand equity. Thomas from PR seeks supernatural sources for media coverage insights, and Ann from research believes she is her own target audience.
The campaign will run on multiple media touchpoints and was launched with the hero video on Meltwater’s social and owned channels. This was followed by social-first extension videos on YouTube, LinkedIn, and Instagram and image assets highlighting the quirky characters, which extended into digital display ads.
Robert Upton, creative director at 1000heads, said: “We wanted to make Meltwater stand out and show off their expertise by tackling the common problem of making sense of the insurmountable digital data that businesses need to contend with. Our goal was to turn this complex issue into something funny, relatable, and easy to understand.”
Jenny Force, VP of marketing at Meltwater, said: “At Meltwater, we want to empower teams to cut through the noise and make sense of all the data available to them with insights that drive better decision making.
“We know that guesswork doesn’t work. PR/Communications and Marketing professionals know they need to be more data driven, but they aren’t data analysts, and often don’t know where to start. That is where Meltwater comes in – turning data into insights, and making them accessible across teams, levels, and geographies.”
CREDITS:
Social Transformation Specialists: 1000heads
Robert Upton, Creative Director
Mark Lloyd, Group Account Director
Adrian Burke, Production Director
Roheeth Jayakumar, Video Editor
Tina Eather, Art Director
Gowri Adi, Senior Account Executive
Content Agency: Monster & Bear
Jesse Richards, Director
Josh Mitchell-Frey, Director of Photography
JC Reyes, Art Director
Clara O’Sullivan, Producer
Paris Jade Webster, 1st AD
Agatha Lee, Camera Assistant
Hassan Lahrech, Sound
Amelia Mills, HMUA
Ryan Bird, Editor / VFX
Adrian Horsman, Sound Design
Amadea Hare, Colour
Client: Meltwater
Daniella Sampson: Director, Brand Strategy
TJ Kiely: Director of Corporate Marketing & Global Content
Jenny Force: VP Marketing