Meltwater, a global media, social and consumer intelligence company, has launched a new brand campaign titled 'Guesswork Doesn’t Work'. The campaign, ideated and executed by the Australian creative team at 1000heads, in partnership with Content Agency Monster & Bear, has gone live globally for Meltwater in the APAC, Americas and EMEA regions.

Meltwater is known for transforming data into insight for its 27,000 customers around the world. The 'Guesswork Doesn’t Work' campaign features characters Seth, Ria, Thomas, and Ann, who represent different aspects of marketing and PR. The campaign was launched with a hero video on Meltwater's social and owned channels, followed by social-first extension videos on YouTube, LinkedIn, and Instagram, and image assets highlighting the quirky characters extending into digital display ads.

Robert Upton, Creative Director at 1000heads, commented on the campaign, "We wanted to make Meltwater stand out and show off their expertise by tackling the common problem of making sense of the insurmountable digital data that businesses need to contend with. Our goal was to turn this complex issue into something funny, relatable, and easy to understand."

Jenny Force, VP of Marketing at Meltwater, added, “At Meltwater, we want to empower teams to cut through the noise and make sense of all the data available to them with insights that drive better decision making. We know that guesswork doesn’t work. PR/Communications and Marketing professionals know they need to be more data driven, but they aren’t data analysts, and often don’t know where to start. That is where Meltwater comes in – turning data into insights, and making them accessible across teams, levels, and geographies.”

1000heads is a company that combines expertise in data & analytics, strategy, technology, and creativity to help businesses build Social Age brands. The company has a global footprint across 11 offices in London, Paris, New York, Los Angeles, Miami, Bogota, Sydney, Melbourne, Tokyo, Kuala Lumpur, and Berlin.