Brand Campaign

Typeform was in an awkward middle ground.

Widely recognized, generally liked, but still perceived as a lightweight tool. Useful, but not essential.

At the same time, most activity skewed toward people already in-market—which is efficient, but limiting. You capture demand, but don't create much of it.

So the challenge was less about visibility, more about perception:

• Shift what people think Typeform is for
• Do it in a way that shows up in the numbers, not just in theory

The campaign was built around the 95:5 rule—investing in future demand rather than only optimizing for short-term sign-ups.

It plays on a familiar idea: you can't act on what you haven't asked.

"Your next move lies in what you don't know… Now You Know."

The film follows that through. A marketer tries to make decisions: what to fix, where to focus, how people found them. But they lack the full picture.

Questions surface throughout: what people think, what they want, what's not working. The implication being that the answers are there, just not being captured.

Typeform sits in that space—answering the unknowns.

The campaign ran across YouTube, TikTok, Meta, and Connected TV, with supporting activity across PR, social, events, influencers, and internal channels.

It was also structured as a geo-matched test across 11 US DMAs, with control cities, to measure incrementality.

RESULTS

• Ad recall up 178% (Meta brand lift study)
• Brand awareness up 30%
• Sign-ups up 11.45% in campaign markets, vs 5.79% traffic lift