Butchershop Gives Dataiku a Message to Re-pioneer Enterprise AI Category

In a category that averages less than 1,000 views for a video, Butchershop’s 'Without You, It’s Just Data' video for Dataiku has racked up more than five million views since launching in February. The video is part of a brand campaign by Butchershop to make data visualisation tools more accessible and relevant.

The high-performing video that brings the new brand to life, portrays people at work in a variety of settings. “There’s no soul in the machine, only in front of it,” the voiceover concludes. 'Without you, it’s just data.' The video landing page features use cases for four different audiences (financial, pharma, manufacturing and retail) portrayed by video characters. 

“You don’t need to be a data scientist to master the art of data,” said Ben McNutt, chief creative officer and associate partner at Butchershop. “We’re expanding people’s perspective of what’s possible and allowing them to see Dataiku as a space where they can create moments of original thinking.”

One of the pioneers in the AI space, Dataiku allows entire organisations to design, develop, and deploy AI applications on one secure, encrypted platform. The company has more than 45,000 customers – including 12 of the largest financial institutions in the world and four of the top 10 companies in the United States – so a primary growth strategy is inspiring more people to create more routinely with data.

"Butchershop helped us reimagine our mission to make Everyday AI a reality for organisations by focusing on who it's ultimately for,” said Rob Rozicki, VP/marketing at Dataiku. “They made the 'Without You' campaign meaningful by highlighting extraordinary people behind the data." 

The video invites people into a new space for imagination – individually, collectively, creating new ways to do everyday things. The arts and creativity are part of Dataiku’s DNA – something rare and unexpected in business, data and technology.

The mass message lets Dataiku take the video into media where competitors rarely go. 'Without You, It’s Just Data' airs on a variety of connected TV channels, while display ads with video links appear on tech sites including Axios and TechCrunch and a wide range of business publications including Fortune and The Wall Street Journal. Dataiku also runs business section and mobile takeovers on NYTimes.com, along with a series of social posts like this.

In addition, Butchershop revamped the Dataiku website. Where visitors once encountered a jumble of facts, diagrams and features, they’re now greeted by a single photo box - featuring characters from the video one by one - with the tagline, ‘Extraordinary AI, Everyday People.’ The brand’s showcase now focuses on solutions for types of customers and stories of how everyday people are winning with AI.