Workroom Giving Brands Purpose
1 April 2016
After almost two years of development, we’re over the moon that our partnership with Agency:2 has come to fruition with the launch of Social Insight Engine – a pioneering social audience insight tool that unlocks consumer decision-making to predict customer needs and uncovers the triggers to brand favourability and sales – and thereby supercharge social advertising.
Social Insight Engine is unique in what it does, and so our work on the positioning, messaging, branding, tone of voice, website, and communications needs to stand out from the crowd, to attract both investor funding and brand owners. Not only has it attracted investors, but it’s proving a huge success with those using the tool. And our role doesn’t stop with the branding and communications materials – this is a true partnership where we can also access the power of Social Insight Engine on behalf of our clients.
Social Insight Engine is all about moving from gut feel to data-driven marketing decision-making. It deals with the data in a more bespoke fashion than anything else out there, so it offers better insights and results. It revolutionises the way brands keep track of audience motivations and interests. This provides marketers, planners, and content creators with actionable insights in real time, to supercharge marketing activity and sales performance.
Brand imagery of explosive and colourful pigments, used in communications such as the website, is emotionally engaging – suggesting that Social Insight Engine knows what triggers consumers (right down to the colours they choose). The result is a balance of emotional, consumer-led cues and those that are rational – just like Social Insight Engine itself.
The identity itself integrates the shape of a speech bubble – a visual reference to both the social channels and personal opinion of consumers that feed into the big data and bespoke surveys. They’re brought together to create the insight that is unique to the Social Insight Engine.
The strategic positioning and messaging around the engine by our strategic creativity partners at The Workroom was critical in achieving a successful launch. Social Insight Engine sounds, looks, and feels dynamic, powerful, consumer-focused. It’s as unique as the tool itself – it visually captures that explosive moment of engagement and shows how next generation social advertising can have an impact on consumers’ lives.
Joel Davis
The launch follows a period of beta testing that has led to remarkable results household brand names, generating 2x more engagement, reducing cost per action by 2.5x, and reaching 4x larger target audiences.
Unlocking the puzzle of consumer purchasing is the Rubik’s Cube of marketing. Endless time is spent brainstorming, strategising, planning, researching, and guessing to find out what makes a customer tick. Whilst so much depends on knowable, easily gathered information such as demographics, behavioural data, dated market research, and social channels insights, eliciting this data is only half the battle.
The Social Insight Engine solves that Rubik’s Cube and goes one step further. It combines what is gathered with what is more elusive and difficult to find out: very specific segmentation of consumer passions, life stages, and motivations. What are the things with which these people are engaging, which impel their decision-making?
If you’d like to know how it can benefit you, feel free to get in touch with us.
Workroom Giving Brands Purpose