Pluralsight

TAP IN

CHALLENGE

As the pace of technology has accelerated, the technology skill gap is more pronounced than ever. Many are predicting that the eLearning total addressable market (TAM) opportunity will reach $488B by 2028. However, Pluralsight’s growth had eroded due in large part to the competitive landscape becoming crowded with many offering cheaper products and the brand not having a clear position amongst tech and learning and development leaders.

SOLUTION

Tap In Don’t fear the future. Create it. Don’t close the skills gap. Shatter it. All you have to do is Tap in. We countered the uncertainty facing the tech industry with empowerment, inviting leaders to Tap In and upskill their teams with Pluralsight’s industry leading educational content. We transcended B2B cliches by creating imaginative representations of what it feels like to learn a new skill. From volcanos erupting to rockets blasting off, we cut through the B2B clutter with a truly breakthrough creative approach.

RESULTS

We brought the campaign to life across Meta, LinkedIn, YouTube, Audio/Podcasts, Digital Display, CTV, and Digital Out of Home. Our breakthrough creative and intentional media approach restored Pluralsight’s position as the leader in the category. To date, the campaign garnered nearly 560 million impressions across 22 countries, increased brand favorability scores by 35%. 83% took action post-exposure to the campaign, compared to 37% for the category and 94% of those who recalled the ad agree that Pluralsight is different from other learning providers.