Pluralsight
Changing the conversation with the Shoulda Seen It Coming campaign
Reaching the ever-elusive tech audience in an authentic way
Pluralsight wanted to reshape perception of their brand and grow awareness of it. Our strategic work was built around truly understanding the desires of tech workforce leaders and practitioners and mapping those desires to solutions that matter. This meant deep research and rapid collaborative ideation realized through a workshop model.
A different methodology for a unique campaign
The tech/developer audience hates traditional advertising—like, a lot. This meant that to land our message, we had to reimagine what a campaign could look like. Working closely with the client team, we came up with a mockumentary series that was both ridiculous and relatable. Each episode championed one of our core RTBs without the audience feeling like they were watching a commercial—which was exactly the point.
Stories that continue to change the conversation
Pluralsight had more success with this campaign than any they had previously run. The stories and creative resonated with the audience and showcased the brand and its benefits in a whole new light.
Our approach to marketing and story strategy laid a path to success and allowed us to optimize and iterate as the campaign went on. We built out the Shoulda Seen It Coming universe to unparalleled response, with the Pluralsight team capitalizing on organic social with more exciting creative in the form of remixes for Tik Tok, comic strips for Instagram, and text-based placements on Reddit.
The campaign was so successful at changing the brand’s perception that Designit was enlisted to execute on a season two of the series, which was recently completed. See more at pluralsight.com/vision.
28.5M
video views
309M
impressions
309K
page sessions
1.1M
clicks
s01e01 : Cloudship Enterprise
s01e02 : Wheel of Misfortune
s01e03 : Fluent in Nothing
s01e04 : Who’s Carl?
“The experience that I’ve had over two years of working with Designit is like ... I’m working with great people. I trust them with my brand, I trust them with my money, and it’s a partnership that is empathetic, is adaptive, and is fun. To see that play out and how intricate and nuanced [the work] is, really speaks to the level of craft and intentionality that this entire team shows. And the success that we’ve seen, it’s why we’ve maintained the relationship.”
Adam Gunn
SVP of Brand, Pluralsight