Bringing humour and empathy to a technical B2B category.
Ardoq is an Enterprise Architecture Software platform for consultancies, designed and built by former consultants. Their ambition – and our challenge – was to help them become the first name people think of in the Enterprise Architecture marketplace.
As the senior conceptual copywriter, I worked closely with the lead strategist to formulate a robust campaign concept that would scale across channels and audiences.
The insight:
Consultants need more than just tools – they need confidence under pressure.
While the category focuses on features, the real tension is reputational — getting decisions right, quickly, and defensibly.
Through the immersion process, we uncovered the extremely popular ‘consulting humor’ social account, giving us an unfiltered window into the true everyday reality of Ardoq's target audience, from the difficulty of demanding clients to the pressures of constant scrutiny.
The concept:
‘Don’t sweat it. Ardoq it.’
By anchoring the idea in familiar consulting moments like outdated data, constant late nights, and high-stakes conversations, we developed a creative platform that positions Ardoq as the empathetic and empowering presence in high-pressure moments.
Using a simple, repeatable 'When…' headline construct, we could present familiar situations and experiences in a way that made Ardoq feel genuinely empathetic to its audience – making their offer feel persuasively credible, without listing any product features.
With a minimal budget, we developed an impactful hero video that planted itself firmly in the customer's world in an unexpected yet appealingly human way, ultimately clocking 115K views for the client.
We also developed cutdowns of the hero video to extend the message of the campaign across channels.
Key results from the integrated campaign across
display, landing page, video, and thought leadership
4.4M+
Reach
68.8K
Clicks
50K+
Page Views