Highlighting the real challenges that today’s PR, marketing and research teams face.
Media, social and consumer intelligence company Meltwater has unveiled a brand campaign, Guesswork Doesn’t Work, led by Social Transformation Specialists 1000heads.
It takes a light hearted approach to highlighting the real challenges that today’s PR, marketing and research teams face when trying to make informed and impactful business decisions.
The strategy behind the creative is that everyone thrives when they do great work—great work driven by robust, actionable insights.
Strong insights yield strong marketing, strong PR, and strong research. The only type of work that has no place in an organisation, is guesswork.
The campaign was ideated and executed by the Australian 1000heads creative team, in partnership with content agency Monster & Bear, and went live globally for Meltwater, in the APAC, The Americas and EMEA.
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, extending into digital display ads.
"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," 1000heads creative director Robert Upton said.
Meltwater VP of marketing Jenny Force said the company wants 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,” she said.
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.
