Rebranding to Embolden a Mission for the Future
SurveyMonkey's parent company needed a new name and brand to reflect a broader enterprise business. The launch of Momentive had to be ready the moment its stock ticker changed on Wall Street.
PMG built the full launch, from research to creative to a full-funnel media plan, in six weeks. Underneath it, Alli Datasources brought 27 sources into one place and the Alli Semantic Layer gave every metric one shared definition, so the business had a single source of truth through and after the relaunch.
Search interest rose 54%, click-through rates beat benchmarks by up to 150%, and Momentive grew revenue 22% year over year.
In the 20+ years since its inception, SurveyMonkey defined a business category, helping people answer 55 billion questions and spreading the power of feedback across the world. But as the business evolved and its portfolio expanded, there was a need to rebrand the company under a new name that emboldens its mission and ambitions for the future. It led the brand to partner across PMG's data, strategy, creative, and media teams to launch a new brand to inspire action: Momentive.
Uncovering Insights to Guide a High-Impact Relaunch
The company tapped its own solutions to gain deep insights from employees, customers, and the market through 10 different studies across seven countries. Three principles bubbled up: Speed and agility, AI, redefined, and Amplified voices. Together they produced the inspiration behind the relaunch: helping businesses answer the hard questions the times demand.
From there, our strategic planning and insights team combined customer behavioral data with cultural and competitive analysis to identify the characteristics of target business leaders and the whitespace that Momentive could fill to engage and motivate them. The team brought that customer and competitive research together in Alli, PMG's operating system. Alli Audience Planner set those behavioral signals beside the competitive picture, so the team could see both the business leaders Momentive needed to reach and the hard questions no one else was answering for them.
Turning Insights into Action at Scale
Through agility, collaboration, and deep integration with senior client partners, PMG developed an entire launch campaign, from a blank slate through full creative production and a full-funnel integrated media plan, in just six weeks. Combining insights, strategy, and creative, we developed a new brand experience and campaign that posed big questions like Is the way we work still working? How fast is too fast? Do you think your company is committed to diversity? Those questions were designed to shape the future by helping today's decision makers define what's next.
We positioned Momentive for an agile, AI-powered future, and our creative evoked emotion by tapping into the challenge of solving today's hard questions for a better tomorrow. The moment Momentive's stock ticker symbol changed on Wall Street, we pushed the new brand and campaign live in every channel and deployed a comprehensive, highly targeted media buy to reach business decision makers through strategic placements that ranged from Ars Technica and YouTube, to Apple News and Reddit, as well as digital OOH in Times Square.
Across the six-week window, the team watched the new brand land on Ars Technica, YouTube, Apple News, Reddit, and DOOH from a single Alli view. Planners used Ask Alli to see where the message was resonating, then moved investment toward those publishers and moments.
Turning a Brand Relaunch into Results that Matter
6 Weeks to Develop Launch Plan 54% Increase in Search Interest 150% Higher CTR vs. Benchmarks 22% Revenue Growth YoY
The highly targeted brand relaunch successfully reached and engaged millions of qualified leads, innovators, directors, software-purchasing influencers, and product users through premium, high-impact, and immersive placements. Audience engagement led to an immediate and significant spike in website traffic and leads. In fact, the aggregate CTR performed so well that for some publishers, PMG exceeded benchmarks by as much as 150%. Among those who watched the 60-second video spots, brand awareness increased by 17%.
Within just six weeks, the launch generated thousands of leads and search interest for Momentive jumped 54%. Momentive became the answer to responding to the hard questions business leaders needed to navigate a new pandemic normal. The brand relaunch was a critical part of Momentive's business strategy pivot from 2020-2021, built on a data foundation that PMG constructed inside Alli. Alli Datasources ingested 27 disparate sources into a single unified engine. The Alli Semantic Layer aligned every metric to a shared business standard and served as the single source of truth for the business through and beyond the relaunch. That foundation paved the way for Momentive to achieve 22% revenue growth YoY in a year that challenged business growth and business-to-business marketers in particular.
