INTEGRATED CAMPAIGN
To reposition itself in the market, Sprout had to tell the world a new story. It was no longer claiming to be a better way to run social media—it was a better way to run your business.
Concept, script, creative direction, messaging
Katie Powell, Art Direction Connor Luczak, Motion
Our product marketing partners wanted a video that would “bring to life our stake in the ground; showcasing how we as a company not only understand social intelligence, but own it.”
Concept:
Every signal on social creates a fork in the future. And from the same signal, two paths emerge.
On one, a brand moves fast. They launch first, shape the narrative, capture the demand. On the other, a brand hesitates. And watches the window close. Same signal. Different future.
The future isn’t decided by who has the insight. It’s decided by who moves on it first. Sprout’s AI-powered Social Intelligence platform turns signal into action in the same moment. So your business doesn’t just see what’s next—you choose it.
A campaign reaches people across many touch points, but each format has limits on how much of the story it can tell. We created a dedicated landing page to house our full manifesto, a place to explain Sprout’s shift toward social intelligence and make our case for the category.
“AI is hallucinating. Data is lagging. And the world is exhausted with synthetic noise. The only thing left that’s real is the unprompted truth of the market sitting in your social feed.”
The awards program created a way to recognize organizations using social intelligence to shape meaningful work. It gave the campaign real examples and invited others to see how the idea could apply to their own business.
My AD partner designed the visual system. I helped shape the overall approach through naming, messaging, as well as design direction and feedback. We landed on a direction that gave the awards their own identity within the broader campaign.
Establishing a new category takes time. The launch established the foundation for an ongoing effort to define social intelligence on our terms and build awareness and consideration for Sprout within it. We continue to measure how the messaging resonates across audiences and refine our approach based on what we learn.