let your data go to waste *

let your data go to waste *

This campaign promoted Daniels’ proprietary location-level data tracking with one goal: drive demo requests.

The challenge

Daniels has a real competitive advantage in data and reporting, but waste data is often viewed as compliance paperwork, not strategic insight.

We needed to change that perception and motivate intrigue.

My role

I led creative direction and developed both the campaign system and a hero explainer video to support marketing and sales.

strategy & Design

The name itself was a provocation. If you’re not using your waste data, you’re letting opportunity go to waste.

Visually, we leaned into a tech-forward aesthetic, with bold wave forms symbolizing data flow, floating nodes representing connectivity, high-contrast brand colors for impact.

The main component of this campaign was the hero video. We aimed to distill a complex analytics ecosystem into a clear, digestible story focused on cost savings and workflow optimization.

the result

the impact

*

the impact *

The campaign generated consistent cross-channel engagement, reaching about 30K via email with a 7.8% open rate and 9.1% click to open rate, complemented by 8.2K social impressions at a 4% engagement rate and nearly 2K video views. It lead to generated qualified leads, increased demo requests, and strengthened Daniels’ positioning as a data-driven operational partner.

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