The campaign needed to demonstrate the idea that data can’t tell your whole story in a relevant and authentic way, highlighting the shortfalls of defining people by their data alone. The focus of the campaign was to generate human responses in a meaningful way through social media. Each piece of content had to leave viewers thinking about how they may be represented through data, and feel compelled to share their story about how they are #MoreThanData.

So we didn’t launch a campaign, we launched a conversation.

The conversation began with three unbranded, unscripted video interviews with three individuals who were given data profiles that are used to segment them into common target audiences. This showed that even out-of-the ordinary people seem ordinary when you look at their data alone.

The next part of the conversation was a short documentary in which global leaders in data and analytics, consumer insight, data science, and technology contributed thought-provoking insight into their expertise, how data gets consumers wrong, and the importance of the human touch in our ever-evolving digital world.

The final word in the conversation – our #MoreThanData film – is the only piece of branded content in the conversation. Here, the lead character provides an emotive and thought-provoking look at how people lose their unique identities when being analysed by data, leaving viewers to question how organisations may not see them for who they really are.

Twitter video content had the lowest cost per view in Africa.

Social engagement was 3.7X higher than average.

27,951,279 campaign impressions.

Social engagement: 609,703.

72.5% of viewers watched past the 75% mark of our content.