Qlik: Establishing Qlik as the dominant voice on data literacy
In 2018, Qlik challenged us to help it become the dominant voice on equipping people with better data skills.
Understanding the data skills gap can be solved by no one company, we proposed Qlik set up an organisation promoting cross-industry collaboration to significantly increase the scale and scope of its influence on the issue. We created The Data Literacy Project, a disruptive, global platform dedicated to building a data-literate culture for all, developing a strategy that would bring together industry forces to deliver greater resources and influence industry stakeholders and governments.
We took the Project from concept to launch, initially developing the community’s manifesto, the partner proposition to recruit founding partners, the messaging matrix and the go-to-market strategy. This was brought to life through the creation of a dedicated brand identity, then established in the website design, all creative assets and campaign video. To generate the media story for launch, we worked with a Wharton School professor and IHS Markit to develop the Data Literacy Index, which quantified the value of data literacy for organisations for the very first time. PR and social tool kits were created and distributed to global agencies for activation, amplified by a global integrated marketing campaign covering paid social, programmatic display, native video and native display. We organised a flagship launch event in London, hosting national journalists, industry influencers, representatives from the House of Lords, and Qlik customers, partners and internal stakeholders.
In the first two months alone, the Data Literacy Project and Data Literacy Index delivered more than 120 pieces of global coverage, including with the Guardian, Forbes and the Sunday Express. At launch, we achieved industry-beating digital performance, with the campaign launch video generating 410K+ views to date. The Project launch has ignited excitement and inspired a new community, with 21 inbound leads from individuals and organisations asking to join.
The Data Literacy Project campaign is a multi-award-winning campaign having picked up awards at the Drum Marketing Awards for B2B Integrated Marketing Campaign, a PRWeek Global Award for Best Integration, a SABRE Award EMEA for Integrated Marketing and a bronze award at the B2B Marketing Awards for Best Use of Public Relations.