Case Study: Publicis Groupe achieves data-driven strategic planning and powerful campaigns with Meltwater

How Publicis provides world-class marketing strategy with Meltwater

Publicis (Everyday Content by Publicis) faced the same digital-transformation pressure as many large agencies: to modernize strategic planning and make campaigns more targeted by using real-time social and consumer data. The challenge was to move beyond traditional sociological studies toward precise, localized social intelligence that could drive creativity and better meet changing consumer needs.

By partnering with Meltwater for social listening and analytics, Publicis transformed its planning process and fueled campaigns with authentic consumer insights—illustrated by a sleep-aid campaign built from Twitter conversations. The result was wider adoption of social intelligence across the agency, more powerful, audience-centered campaigns that humanize brands, and a stronger ability to stay ahead of trends and win clients.

Publicis Groupe

Gildas Launay

Chief Executive Officer of Everyday Content