FactSet’s ‘Not simply the details’ proves B2B doesn’t need to imply uninteresting

FactSet is a publicly traded, S&P 500-listed supplier of monetary knowledge and undertaking answers. Its title has lengthy been synonymous with credibility. But to face out in a sea of jargon and sameness, the corporate teamed up with VSA Partners to create one thing sudden: a comedy-driven marketing campaign that pokes amusing at beside the point knowledge overload and makes an excessively B2C-like play for the hearts (and humorous bones) of monetary decision-makers.

“We knew we had a strong brand name,” says Kim Mickenberg, spouse in marketing campaign design at VSA. “But that name also boxed us in a bit. ‘FactSet’ sounds like all we do is gather facts. So we turned that on its head. We’re not just the facts. We’re the right facts, delivered in the right way, to the right people. That’s where the idea came from.”

Turning the ache level into punchlines

To deliver the speculation to existence, the staff leaned into the absurdity of its reverse: a global the place individuals are barraged by way of totally needless details. That become the core of the marketing campaign’s humor.

“It works because it’s deeply funny,” Mickenberg says. “And it resonates whether you’re in finance or not. We all know what it’s like to be overwhelmed with irrelevant information.”

More importantly, it made a industry case. VSA’s analysis confirmed that whilst shoppers relied on FactSet for its knowledge, what they in reality valued used to be relevance – knowledge that used to be curated, customizable and delivered seamlessly into their workflow.

That perception unlocked a complete new inventive route. Instead of overloading on technical specifications, the staff opted for storytelling, wit and a transparent top-of-funnel message.

“Whether we’re developing B2B or B2C campaigns, the job is the same,” Mickenberg says. “We’re trying to find an insight that resonates and connect it to a cultural moment. And right now, that moment is information fatigue. Especially for our audience in the investment community.”

Building believe with out the techspeak

It’s a daring transfer in a class recognized for being, neatly, uninteresting. But for FactSet, it labored. The marketing campaign shattered interior benchmarks: a 280% soar in unaided model consciousness, 438% carry in advertising certified leads, 76% build up in attention, and just about 200 million impressions throughout channels.

It additionally helped FactSet reclaim some persona. “FactSetters are smart, warm, funny people,” says Mickenberg. “We wanted that humanity to come through in the work. Too often, B2B brands focus on the ‘meat and potatoes’, the technical message, and forget to wrap it in a concept people actually want to engage with.”

Jenifer Brooks, FactSet’s leader advertising officer, is of the same opinion. “It’s been wonderful to let our personality shine through. This campaign illustrates how we bring tech and insights to the table alongside the facts.”

A comedy marketing campaign for undertaking tool?

If that appears like a possibility, it used to be. “The biggest challenge was casting,” Mickenberg says. “With comedy, the wrong timing can sink everything. But we had a brilliant cast and crew. Everyone, from the directors to the production partners at Thinking Machine, was fully invested.”

Filming 5 full-length spots and over 16 social shorts in simply two days required precision and versatility. So did layering on a centered brand-to-demand activation technique in key international markets.

The tight finances supposed no room for do-overs. But the inventive ambition stayed large. And FactSet, to its credit score, by no means blinked.

“They connected with the campaign from the start,” Mickenberg recollects. “It felt like who they are today, and who they want to be tomorrow. They were bold enough to take the leap.”

The long term of B2B isn’t beige

Beyond the clicks and conversion charges, Mickenberg sees this marketing campaign as a sign of one thing larger: a shift in how B2B manufacturers display up on the planet.

“There’s so much opportunity in B2B to be surprising. To be emotional. To be human,” she says. “This idea that emotional marketing doesn’t belong in B2B? It’s outdated. B2B buyers are people too. And people make decisions based on emotion. Especially when the stakes are high.”

As for the lengthy purchasing cycles and multi-stakeholder gauntlets standard in undertaking gross sales, that’s all of the extra reason why to construct emotional affinity on the peak of the funnel.

“If you’re trying to win over a committee, some care about specs. Others just want to know they’re in good hands. A strong, resonant brand campaign opens the door for both.”

So whilst FactSet may deal in knowledge, its largest win may well be emotional readability. A marketing campaign that made other people snigger, assume and maximum of all, take into account.

Or, as Brooks places it: “You can have your meat and potatoes. But this campaign showed what happens when you serve it with a bit of sizzle.”

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