DNA Calls for 'All Hands on Data' in Campaign for Analytics Platform Tableau

Tableau, the leading analytics platform and a Salesforce.com Inc. company, is launching an integrated marketing campaign from its new creative agency, DNA, that playfully tells a story of how a small company can collaborate and grow by using Tableau.

A series of light-hearted videos bring to life the 'All Hands on Data' campaign as a rallying cry around data culture. The riff on ‘all hands on deck’ inspired a fun, maritime story about how everyone in a fishing company – from CEO to galley cook – can use data to make more informed, confident decisions. The advertising begins in early April, with paid media on connected TV and online platforms.

“Most organisations want to be data-driven, but struggle to do it. Our customers see more success with Tableau because they create a data culture where everyone in an organization can see and understand the data they need,” stated Tableau’s VP of global brand creative Brooke Shepard.  “We wanted to create an attention-grabbing campaign that highlights a data culture in action and helps people experience the benefits.”

DNA partnered with production company, Where The Buffalo Roam, to create the charming, storybook world, crafting a mix of real-world sets and rear projection backgrounds to tell the larger-than-life story of a fishing company that went from ‘fishing hard to fishing smart.’ 

“This is not your traditional B-to-B campaign,” noted Noel Nickel, Creative Director at DNA. “Rather than doing the typical corporate testimonials and use-cases, they wanted to tell the story of collaborating around data using humor and a little filmmaking magic. ‘All Hands on Data’ becomes a metaphor that speaks to the idea that everyone has a voice in the data conversation.” 

The campaign includes a series of 60, 30 and 15-second videos including several 06-second spots designed to run as ‘pre-roll’ videos. DNA also created a paid social campaign based on a “Captain’s Log” that documents the surprising things that happen when the crew embraces data collaboration. The social work is running on Facebook, Twitter, Instagram and LinkedIn. The work drives the audience to Tableau’s dedicated ‘All Hands on Data’ site.