The problem is that we are confusing measurability with accountability and forgetting Goodhart’s law in the process, when a measure becomes a target, it ceases to be a good measure’. Companies need to ensure that the activities they undertake are worthwhile and effective. But ROI, especially fabricated ROI isn’t a measure that achieves anything.
At the end of 2015, Coca-Cola had a problem. Sales were down. Coca-Cola asked us to get teens to drink more Coke. We didn't think that was the solution.
We looked at Coke's data in a new way. Coke had a lapsed user problem. By analysing 600,000 social conversations and checkout facts, we discovered something else. For anyone but teens, Coke is an occasions drink.
Mardi Gras is Airbnb's second biggest season in the southern hemisphere. Misconceptions about being an Airbnb Host during Mardi Gras run high, especially among premium property owners. Our job was to get more premium property owners to sign up during Mardi Gras, so we created a 7-part series that tackled key issues and blended it with Airbnb's spirit of belonging and a sequined sense of humour.
Holden was introducing the first four fully imported European designed cars to its range. It needed to ignite a new connection with younger, urban Australians. Renowned street style photographer, Scott Schuman, was brought to Australia to give Holden credibility in a new arena. We sent him out on the streets to find and photograph those who epitomised street style.
Telstra needed to improve how people in regional areas felt about it. People feel passionate about football. And they're really into Game of Thrones. We realised that we could make that work for Telstra. As an AFL sponsor, Telstra had a great asset. We bundled AFL passion and Game of Thrones fervour into a Telstra online event that recruited people into tribes, or fandoms, by area and pitted them against each other.