SurveyMonkey · Sponsorships & talent
Doubling aided awareness for a brand everyone thought they already knew.
SurveyMonkey · Sponsorships & talent
The repositioning gave SurveyMonkey a business story. This was the other half of the job: getting people who thought they already knew the brand to pay attention again.
We kept score with one number, aided awareness on the brand health tracker, and every partner and talent deal had to move it.
The campaign opened with Giancarlo Esposito. His authority says SurveyMonkey belongs in the room where decisions get made, something the old brand couldn’t say on its own. I directed the shoot, a $1M+ production.
Each partner bought us a different room: the paddock, the arena, prime time, and people’s earbuds. Talent and creators made SurveyMonkey feel native to culture instead of interrupting it.
A host-read on Trevor Noah’s What Now? put SurveyMonkey inside a conversation listeners already trusted. Creators like Tiny Chef and Subway Takes did the same in social, in their voice, not ours.
The Warriors partnership became a pop-a-shot booth on the Dreamforce floor. People lined up to shoot, then stayed for the demo. It was SurveyMonkey’s strongest Dreamforce on record for lead gen and product awareness.
→ A reason to stop that had nothing to do with surveys
→ A partner the Bay Area crowd already loved
→ A literal scoreboard, at a booth about measurement
SurveyMonkey Brand Creative studio