Bold Enough to Ask Hard Questions
- Digital Transformation
- Creative
- Alli
- Strategic Planning & Insights
- Data & Analytics
- Content Marketing
Concepting and executing a public company rebrand in weeks
Challenge
Rebranding to Embolden a Mission for the Future
In the 20+ years since its inception, SurveyMonkey defined a business category, helping people answer 55 billion questions and spreading the power of feedback across the world. But as the business evolved and its portfolio expanded, there was a need to rebrand the company under a new name that emboldens its mission and ambitions for the future. It led the brand to partner across PMG’s data, strategy, creative, and media teams to launch a new brand to inspire action: Momentive.
Strategy
Uncovering Insights to Guide a High-Impact Relaunch
The company tapped its own solutions to gain deep insights from employees, customers, and the market through 10 different studies across seven countries. Three principles bubbled up — 1. Speed and agility; 2. AI, redefined; and 3. Amplified voices — and produced the inspiration behind the relaunch: Helping businesses answer the hard questions the times demand.
From there, our strategic planning and insights team combined customer behavioral data with cultural and competitive analysis to identify the characteristics of target business leaders and the whitespace that Momentive could fill to engage and motivate them.
Execution
Transforming Insights into Action at Scale
Through agility, collaboration, and deep integration with senior client partners, PMG developed an entire launch campaign—from a blank slate through full creative production, and a full-funnel integrated media plan—in just six weeks. Combining insights, strategy, and creative, we developed a new brand experience and campaign that posed big questions — Is the way we work still working? How fast is too fast? Do you think your company is committed to diversity? — that will shape the future by helping today’s decision makers define what’s next.
We positioned Momentive for an agile, AI-powered future, and our creative evoked emotion by tapping into the challenge of solving today’s hard questions for a better tomorrow. The moment Momentive’s stock ticker symbol changed on Wall Street, we pushed the new brand and campaign live in every channel and deployed a comprehensive, highly targeted media buy to reach business decision makers through strategic placements that ranged from Ars Technica and YouTube, to Apple News and Reddit, as well as digital OOH in Times Square.
Impact
Turning a Brand Relaunch into Results that Matter
6
Weeks to Develop Launch Plan
The highly targeted brand relaunch successfully reached and engaged millions of qualified leads, innovators, directors, software-purchasing influencers, and product users through premium, high-impact, and immersive placements. Audience engagement led to an immediate and significant spike in website traffic and leads; in fact, the aggregate CTR performed so well that for some publishers, PMG exceeded benchmarks by as much as 150%. Among those who watched the 60-second video spots, brand awareness increased by 17%.
Within just six weeks, the launch generated thousands of leads, search interest for Momentive jumped 54%, and Momentive became the answer to responding to the hard questions business leaders needed to navigate a new pandemic normal. The brand relaunch was a critical part of Momentive’s business strategy pivot from 2020-2021, based on a data foundation built by PMG that now connects 27 disparate sources in Alli, and that paved the way for the business to achieve 22% revenue growth YoY in a year that challenged business growth and business-to-business marketers in particular.
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