Meltwater is redefining its value for marketing and PR professionals. Once known primarily as a media monitoring tool, it has evolved into a comprehensive platform encompassing media, social, and consumer intelligence. With an unparalleled suite of solutions, Meltwater delivers organisations a holistic view of their customers, competitors, and industries.
This brand relaunch campaign aimed to close the gap between Meltwater’s capabilities and how it is perceived. Despite its evolution into a critical tool for data-driven decision-making, many existing and potential customers remained unaware of the platform’s breadth. The campaign set out to reposition Meltwater as a strategic partner, empowering organisations to unlock a competitive edge.
To resonate with marketing and PR professionals and to cut through the market, the campaign took a light-hearted and humorous approach, addressing a universal company pain point: guesswork. Through a hero video and social content, Meltwater demonstrated how it cuts through the noise of billions of data points, transforming uncertainty into clear, actionable insights.
With its powerful message and relatable tone, the campaign made one thing clear: “Guesswork Doesn’t Work."
Strategy and Execution
To bring Meltwater’s “Guesswork Doesn’t Work” campaign to life, we crafted a creative concept that resonated deeply with marketing and sales professionals. The core idea focused on showcasing how actionable insights—not guesswork—are the foundation of great work across marketing, PR, and research. Guesswork, we emphasised, has no place in successful organisations, and Meltwater provides the tools to eliminate it.
Creative Execution
At the heart of the campaign was a hero video produced in collaboration with the production company Monster and Bear. The narrative revolved around four relatable characters, each representing common roles within an organisation, humorously struggling with guesswork:
The video culminates with the team using Meltwater’s suite of solutions to finally unlock clear, actionable insights, driving home the message that guesswork doesn’t work.
Extending the Story
To further amplify the campaign, we created social extension videos tailored for platforms like Instagram. These short, vertical-format videos expanded on the characters’ quirks, featuring scenarios such as Thomas using origami for media insights and Ann playing Guess Who to determine audience preferences. These humorous, bite-sized moments reinforced the core message while being highly shareable and engaging.
Static banners and posts for Meltwater’s website and other media channels complemented the video content, ensuring a consistent and cohesive presence across touchpoints.
Challenges and Solutions
One challenge was ensuring that the humour landed effectively without overshadowing the campaign’s strategic message. To address this, we worked closely with the production team to strike the right balance between relatability and professionalism.
Another challenge was adapting the campaign for social platforms while maintaining the integrity of the story. By adopting social-first principles—shorter formats, vertical orientation, and character-driven storytelling—we created assets that engaged audiences across channels without losing the campaign’s essence.
What Made This Campaign Unique
This campaign stood out for its relatable, character-driven storytelling and its ability to turn a serious subject into something light-hearted yet impactful. By personifying the pitfalls of guesswork in a humorous way, we made Meltwater’s value proposition clear and memorable. The multi-channel approach ensured broad reach, while the focus on character quirks brought relatability to the brand.
We also tapped into cultural trends that were generating buzz at the time, such as Beyoncé-inspired country boots and the resurgence of friendship bracelets.
Ultimately, the campaign not only raised awareness but also repositioned Meltwater as a vital partner for confident decision-making, proving that with the right insights, guesswork has no place in any organisation.
The “Guesswork Doesn’t Work” campaign successfully met and exceeded our team’s objectives of raising awareness and repositioning Meltwater as a strategic partner for actionable insights.
From April 2024 to June 2024, the campaign drove over 6 million social impressions across paid and organic channels, with 360,000 organic engagements, indicating strong resonance with our audience. On LinkedIn, organic engagement increased by 30%, a testament to how well the campaign connected with marketing and PR professionals in a B2B context.
Additionally, Meta ads achieved a 100% increase in click-through rate.
Sentiment around the campaign was very positive, with a 99.6% positivity rate, affirming that the light-hearted and humorous approach struck the right tone without undermining the strategic message.
The hero video played a key role, garnering over 320,000 views on YouTube alone, across both paid and organic placements. This demonstrated the effectiveness of the video’s relatable storytelling in capturing attention and driving engagement.
Overall, these results illustrate the campaign’s success in not only raising awareness but also in shifting perceptions. The data highlights the significant strides made in positioning Meltwater as the go-to platform for informed decision-making.
