Data Is A Promise and In This New Campaign, It’s Also the Hook

For most marketers, data is a promise. With good clean data, one can get to know the customer better, refine the brand’s messaging and appeals to these customers, and meet them where they are.

Additionally, with data-fueled insights and the precise action plans that result, you can put any lingering “spray-and-pray” tactics on the shelf. That’s the promise. What about the reality?

To develop data-driven marketing plans one needs an expert or team of experts who know which data to harvest, analyze, and display. To do these things right, a marketer also needs powerful business intelligence tools, and Tableau (a Salesforce company) provides them.

“Most organizations want to be data-driven, but struggle to do it. Our customers see more success with Tableau because they create a data culture where everyone in an organization can see and understand the data they need,” says Tableau’s VP of Global Brand Creative Brooke Shepard.

Tableau’s agency, DNA in Seattle, partnered with the production company, Where The Buffalo Roam, to create a storybook world, crafting a mix of real-world sets and rear projection backgrounds to tell the larger-than-life story of a fishing company that went from ‘fishing hard to fishing smart.’

“This is not your traditional B-to-B campaign,” notes Noel Nickel, Creative Director at DNA. “Rather than doing the typical corporate testimonials and use-cases, Tableau wanted to tell the story of collaborating around data using while humor and a little filmmaking magic.”