Audience insight meets scroll-stopping creative
Process
Audience research
Brief development
Creative concept development
Scriptwriting
Video production
Paid social planning and delivery
Performance tracking and optimisation
The Challenge
We wanted to drive LinkedIn engagement with CMOs (and other B2B decision-makers).
The campaign brief was borne of an audience pain point: CMOs face inevitable compromises when auditioning new marketing agencies. Either an agency ‘gets’ their sector, but is creatively uninspiring; or it has strong ideas, but lacks sector understanding.
Either way, the work isn’t as effective as it should be.
Lesniak Swann, unusually, is strong on both capabilities. This means that B2B brands don’t need to compromise: their marketing can be both attention-grabbing and authoritative.
We needed to communicate all of this, effectively and entertainingly, to the most marketing-proof audience there is: marketers.
The Response
First, we distilled our messaging into a bold campaign line: Compromise Kills Impact.
Then we had fun showing what that meant in practice.
We created three shortform videos in which famously bold, uncompromising figures – Churchill, Caesar and Neil Armstrong – delivered reworked versions of their most iconic quotes, but in a comically compromising way.
AI tools handled the video and voiceover; human brains handled the writing and creative execution. A/B-testing helped hone the central message: CMOs needn’t choose between expertise and creativity.
