From keynote stage to research program with MoEngage
The challenge
MoEngage, a customer engagement platform, wanted to establish itself as a trusted voice among B2C marketers in North America by sharing original research on cross-channel marketing. But industry reports tend to be serious and forgettable, so MoEngage wanted one that would stand out, spark conversation, and bring the insights to life beyond the page.
What we made
Over three years, an integrated thought leadership program around customer experience. It began with a keynote at MoEngage’s #Growth Summit in New York in 2023. For back-to-back editions of The State of Cross-Channel Marketing report (2024 and 2025), surveying more than 1,500 B2C marketers in total, I created more than 20 custom cartoons illustrating the key findings and wrote the foreword for each report. The cartoons also helped recruit survey respondents, including many Marketoonist readers. Together, the two editions captured how marketers’ thinking shifted year over year, from chasing new customers to building loyalty.
Where it ran
I shared both reports with the Marketoonist audience on LinkedIn and in the newsletter, and co-hosted webinars with Aditya Vempaty, MoEngage’s VP of Marketing, to introduce the findings with cartoons and humor. I also gave keynotes at MoEngage’s #Growth Summit (New York, 2023) and Customer Engagement Summit (New York, 2025), where “Adapt or Die Laughing” played off the summit’s theme. MoEngage carried the cartoons across its landing pages, email and social ads, a video ad, webinar T-shirts, and industry-specific booklets.
Results
A single keynote grew into a three-year program combining research, cartoons, webinars, and keynotes, and the cartoons became the face of the campaign. The webinar announcement alone drew more than 300 reactions on LinkedIn.
