The challenge: Educate the market on the concept of Decision Intelligence and uniquely position Morning Consult and its proprietary high-frequency data as the category leader. Accessibly explain to audiences that Decision Intelligence means “proprietary high-frequency data on what people think, plus applied predictive AI on what people will do.”
The solution: Produce a series of videos that deliver a unique, compelling message for each of our core target audience personas: insights, communications, marketing, and finance. Keeping in mind our high-level, high-touch executive audience, I established the visual tone of the videos as creative, engaging, and clever, but appropriate for an enterprise corporate audience without diluting the gravitas and sophistication of our offerings. I directed the voiceover artist’s narration to be neutral (not too authoritative, not too passive) and assuring, like a personable intellectual explaining something complex to you in a calm, rational, clear, and comforting way. I chose to avoid direct product screenshots or videos, and instead conceptualize our product offering through graphic animations, typography, and data visualization elements.
The result: After just a few weeks of its campaign launch, the videos collectively gained over 1 million views (with each video generating over 250K views). Campaign effectiveness over-performed with 3X the number of anticipated product demo requests.
