nARRATIVE & mESSAGING
My role
Brand Narrative, Positioning, Messaging and Creative Direction
Collaborators
Katie Powell, Art Direction
THE CHALLENGE
Grounding our message
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.
Grounding our message
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.
Grounding our message
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 STRATEGY
Revisiting the research
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.
Revisiting the research
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.
Revisiting the research
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
Tomorrow is talking
"Your customers are already showing you what they want next—on social."
The narrative theme for the Summit grew from that insight: a better read on your audience and market can help you make more confident calls about what to do next. Less second-guessing. Less first-guessing. We knew social teams and leaders alike would resonate with stepping into their power.
Tomorrow is talking
“Your customers are already showing you what they want next—on social.”
The narrative theme for the Summit grew from that insight: a better read on your audience and market can help you make more confident calls about what to do next. Less second-guessing. Less first-guessing. We knew social teams and leaders alike would resonate with stepping into their power.
Tomorrow is talking
“Your customers are already showing you what they want next—on social.”
The narrative theme for the Summit grew from that insight: a better read on your audience and market can help you make more confident calls about what to do next. Less second-guessing. Less first-guessing. We knew social teams and leaders alike would resonate with stepping into their power.
The results
Did it work?
With a week still to go before the Summit, we’d already reached nearly 4,500 registrations against a goal of 3,500—roughly 29% above target. Pipeline results are still to come, but the response is an encouraging early sign that the messaging gave our audience a reason to show up.
Did it work?
With a week still to go before the Summit, we’d already reached nearly 4,500 registrations against a goal of 3,500—roughly 29% above target. Pipeline results are still to come, but the response is an encouraging early sign that the messaging gave our audience a reason to show up.
Did it work?
With a week still to go before the Summit, we’d already reached nearly 4,500 registrations against a goal of 3,500—roughly 29% above target. Pipeline results are still to come, but the response is an encouraging early sign that the messaging gave our audience a reason to show up.