INTEGRATED CAMPAIGN
The Consumer Report
A first ever report on social media consumer behaviour.
The campaign system was developed around a simple truth: gold implies value, social media is that value for business, and with Hootsuite you achieve it.
Campaign highlights
• Generated 1,957 leads
(181% of target)
• Drove $590k in pipeline
• Organic social generated 13,500 engagements
• Paid social campaign drove 0.8% click through rate
Report pages
Social cards
Influencer campaign
Social Media Managers Week (Los Angeles)
We booked an entire room, had a custom gold throne produced for influencers and attendees to use as a photo prop. We also served gold drinks, gave away golden tickets to speaking events, and signed up tons of leads.
THE CHALLENGE
As a brand new thought-leadership approach with never-seen-before data, we needed to clearly demonstrate to business the value of social media to the consumer.
THE SOLUTION
Social elements and icons shining and dripping with gold. The simplicity of shining textures, with some irreverent yet premium imagery, scaled from social to events.
THE STORY
If social is one of a company’s most valuable assets, then our creative system needed to visually express that value. Gold became our metaphor. Not glitter, not decoration, but a symbol of inherent worth that compounds over time when brands invest in meaningful relationships with their audience. We built the “gold” creative system from a simple but powerful insight reinforced by Hootsuite’s Consumer Report: social media isn’t just noise, it’s where consumers make decisions, build trust, and form relationships that directly shape a brand’s bottom line.
To create the assets we first explored mood boards using AI to create a proof of concept. When we had a look and feel we hired a 3D artist to create a suite of assets for us. As the campaign proceeded we filled in the gaps here and there with further AI assets, but we always say it's human > AI > human, so having an artist craft the assets was important to us.
As the system expanded across reports, presentations, social, web, and emails, the gold assets became the connection that unified the work. It was luxurious but clear and elevated Hootsuite as a familiar social tool to a strategic partner capable of driving enterprise-level value.
The result was a design language that was eye catching on social. The gleaming, glittering, dripping golden motif pointed back to the central idea: relationships are gold. And we turned that strategic insight into a scalable, memorable brand experience.
