Directed by Hal Kirkland through Tool, the spot features actor Giancarlo Espositio. The mass market campaign reaches out to business leaders to listen to their customers and employees to make better business decisions.
Momentive partnered with digital-first agency PMG to lead the campaign holistically across data, strategy, creative, influencer marketing and media, to reinforce SurveyMonkey as a culturally-relevant brand and business solution, particularly during these turbulent times.
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Momentive has also partnered with top TikTok creators to celebrate the power of SurveyMonkey, and enlisted YouTube creators in partnership with Studio71 to create original branded content for the campaign. The influencers highlight a range of SurveyMonkey use cases, including employee feedback, event planning, and social media content planning.
“As our long-standing partner in digital strategy and execution, PMG intimately understands our audience and what we’re trying to achieve,” said Denis Scott, SVP of Marketing at Momentive. “By amplifying our platform through creative storytelling and innovative creator partnerships, we are expanding our impact and ability to truly give the people what they want.”
Zander Lurie, CEO at Momentive said: “We are launching our boldest campaign to date as a reminder of the value our technology and services provide to companies who aim to grow and thrive. We couldn’t be more excited that Giancarlo Esposito wanted to narrate our brand story to the world.”
Running nationally, the new spot, produced by Tool of North America and directed by Hal Kirkland, speaks to the unprecedented pressures business leaders have encountered in recent years, ones that haven’t been learned, taught in business schools or coached through mentorship. Appealing to the grit and perseverance of today’s leaders, Esposito delivers the answer to the question of what to do next: “Ask the people. Listen to them…And then act.”
“What I love about this campaign is the idea of empowering people. If I can empower people and inspire people, then I am inspired by them as well, and that takes listening,” said Giancarlo Esposito. “And when you say ‘give the people what they want,’ it’s empowering them to state what they want, helping them achieve their goals and get to where they need to go.“