THEIR DATA
THEIR STORY
SPROUT SOCIAL — Creative strategy and direction
The Sprout Social Index is Sprout’s flagship data report, and its 20th edition was a milestone. To commemorate, the report was split into two editions, one for social practitioners and one for the leaders they report to, each telling its own story from the same data.
A data report is easy to publish and easy to ignore. The 20th edition had a milestone behind it and two audiences in front of it who wanted different things from the same findings. The system had to keep one recognizable Index identity across both editions and every touchpoint around them, including the promotion that decided whether anyone opened the report at all.
2 EDITIONS. 1 SYSTEM.
The two editions ran as one system. Each had its own report and landing experience in the Index’s visual language, so practitioners and leaders could each find their version without the brand splitting in two.
Promotion pulled individual findings forward for the audience they fit, through organic and paid social, and a three-region webinar series.
94% of social practitioners feel they have to be ‘chronically online’ to work in social media.
A gifting activation targeting practitioners was built around this insight from the report.
It took a familiar gifting theme, self-care, and aimed it at practitioners who felt like they were chronically online. This box was sent to key B2B experts and influencers and a broader ABM audience.
THE RESULTS:
Behind all of it, report production had been right-sized to support four annual reports instead of one flagship, and the capacity that freed up went into promotion work to reach audiences more meaningfully.
Sprout’s data reports consistently ranked among its top three demand-generation assets across all campaigns.
CONTRIBUTORS:
Art direction: Katie Powell
Editorial: Grace Pastore
Design: Patrick Olson, Superside (Agency)
Web design: Nick Lacke