Event Narrative
After introducing the social intelligence vision to the market, it was time to show our audience how to put it to work for their business at a virtual summit for social teams and leaders.
Brand Narrative, Positioning, Messaging and Creative Direction
Katie Powell, Art Direction
The first half of our social intelligence campaign introduced the category as Sprout defined it, laying out a vision for where the social media industry was headed and how businesses could use social insights to make a greater impact.
The next step was to make that vision useful to the social teams responsible for putting it into practice. The Social Intelligence Summit would help them apply social insights to everyday decisions and build support from leadership. To give them a reason to attend, we needed messaging grounded in the challenges they were already facing. The catch: it also had to resonate with leaders, whose decisions and priorities looked different from those of their teams.
The team had begun to align around a messaging direction, but I wasn’t convinced it reflected our audience’s most pressing needs. I challenged that direction and made the case for revisiting our research before committing.
There, a useful pattern emerged: nine of the ten highest-opportunity Jobs to Be Done happened before a decision or commitment. Across different responsibilities, people shared a need: help me know more before I commit.
That finding gave me the evidence to advocate for a different approach, one built around the confidence a more current read on your audience and market can provide.
The work
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