Globant, a technology solutions company, positions itself against the backdrop of an industry saturated with jargon and empty promises, particularly in the realm of artificial intelligence.

As AI became a buzzword, many firms exploited the term without delivering real value, leading to widespread skepticism among potential clients.

The brief for Globant was clear: differentiate the brand from the typical tech consultancy by showcasing its authentic expertise and no-nonsense approach to technology solutions. The campaign aimed to highlight Globant's extensive experience and practical applications of AI, rather than relying on the overhyped and under delivering tactics common in the industry.

Objectives.

Exceed benchmarks in Engagement CTR VTR

Raise Globant’s awareness and brand recall

Increase searches and social media followers.

Through a satirical series of films that mock the jargon and stupidity of classic consultancy, the spots not only entertain but also remind its audience about the superficiality often encountered in the consultancy sector.

It uses humor and relatable scenarios to depict Globant as a transparent and effective alternative, emphasizing their real expertise and problem solving capabilities. Showcasing the brand storytelling on screen.

The strategy addresses prevalent consultancy challenges, acknowledging doubts from buzzwords and trends. Our target audience, fast-paced decision-makers with little room to make mistakes, led us to diverge from conventional methods, opting for personalized guidance over pre-packaged solutions.

The insights portrayed in the campaign were gathered in interviews across sectors with prospect clients from different industries. Globant positioned itself as a clarity beacon.

Our execution strategy comprised three key steps aligned with our objectives. First, we went out to grab the audience’s attention by making a call to the end of the nonsense tech. Secondly, we showed Globant’s commitment to deliver real solutions and experiences to real people. Third, our move was to nurture leads by encouraging decision-makers with tailored solutions.

Our approach enabled us to connect with our audience in a humanized manner, addressing a gap in the consultancy sector. Additionally, we leveraged social networks to reach decision-makers where they are most active, enhancing our campaign's scale and effectiveness.

Total Impact (all spots): 38,913,000 impressions

Total Reach (all spots) 6,995,204

Engagement 1.6% (benchmark 0.5%) -

CTR 0.95% (benchmark 0.2%) - CPVC: $0.045 - VCR: 21% - VTR 19% (benchmark 5.8%)

•⁠ ⁠Paid media accounted for 38% of total traffic to the brand’s page.

The campaign succeeded in making +1.5% of Globant’s audience more likely to be aware of the brand after seeing the ads. And +1.2% of the audience to be more likely to recall the brand.

Not only were people more aware of the brand, but they also showed an increased interest in it. In fact, people who watched the campaign had x27 more chances of searching Globant vs someone who didn’t.

After only one month of the campaign airing, Globant’s LinkedIn followers increased by +31%.