Unexpected Power

Today, many decisions in society today are based on studies in which large groups of people are underrepresented. Perspetivo is a modern survey platform with a mission to change that, with digital panels that capture the full diversity of the population. As they now continue to grow, they want to increase awareness and relevance among younger audiences and call upon them to join their platform.

Young people are more engaged than ever in culture, trends, and societal conversations through what they share, react to, and participate in online. Yet, many feel disconnected from decision-making and believe their opinions rarely reach the people in power. As traditional research companies mainly communicate with institutions and data buyers, the impact of data and statistics gets hidden behixnd institutional language. The result? It prevents people from understanding the impact they can have and increases the distance between the population and the systems that affect their lives. Now, Perspetivo wants to reach a younger audience to ensure they become represented in data. To do that, they need to come closer to its target audience and become relevant and relatable.

"Unexpected Power" is a concept created to change the perception of statistics and data by turning it to something tangible, relatable and fun. Through messages tailored to both digital locations and subcultural moments in the target audience’s everyday lives, Perspetivo shows up in unexpected guerrilla-style ways to tell them that true impact on their surroundings is closer than they might think. The campaign aims to strengthen brand likability and encourage young people to join Perspetivo and become active opinion sharers with real impact in their communities.