Qlik: Data Literacy Project

Quantifying the value of data literacy
for organisations.

20K+
courses completed
33K+
completed data
literacy assessments
1K+
pieces of
coverage globally

Challenge

We have never been more reliant on data than we are today. However, most of the world can’t read, understand, or work with data – they’re not data literate, so data cannot be used in any meaningful way.

Data literacy is a global issue that doesn’t get the attention it deserves in mainstream society. As a leader in data, Qlik wanted to emphasise the importance of educating workforces and individuals in how to understand and use data to prepare for the future and survive now, but it lacked a platform to tell its story and implement its social good ambitions to drive data literacy into mainstream conversations.

Approach

Brands2Life devised a bold and brave integrated, global communications strategy to position Qlik as the leading voice on data literacy, allowing it to inspire others to effect real change, resulting in a more data fluent society.

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. Founded by Qlik, alongside Accenture, Cognizant, Experian, Pluralsight, the Chartered Institute of Marketing and Data to the People, the Data Literacy Project is a disruptive, global platform dedicated to building a data-literate culture for all, bringing together industry forces to deliver greater resources and influence industry stakeholders and governments.

We took the Data Literacy Project from concept to launch, developing the community’s manifesto, the partner proposition to recruit founding partners, the messaging architecture, and the go-to-market strategy. We created the brand visual identity, logo, all creative assets, including a campaign video (see below) and we designed and built the dedicated website. 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.

Impact

The result of this is that we enabled Qlik and the Data Literacy Project to lead the charge on data literacy.

The Data Literacy Project is already delivering on its social good promise and Qlik has been recognized by Gartner for its leadership in data literacy

33,000+ individuals have assessed a data literacy assessment

20,000+ completed e-learning courses

2,000+ became fully certified as Data Literate

1,000+ pieces of media coverage globally for Qlik on the issue

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.

Awards

Best Integration
PR Week Global

Integrated Marketing
Sabre Awards EMEA

B2B Integrated Marketing Campaign
The Drum Marketing Awards

Best Use of Public Relations – Bronze
The B2B Marketing Awards