Palantir came to Freethink to showcase how they use automation and data analytics to build tech that helps solve some of the world’s most pressing problems, like their partnership with the World Food Programme to help end world hunger. In 2017, they joined forces with WFP to build DOTS on Palantir's software, which now streamlines supply chain management and operations for aid delivery. The platform integrates warehouse and shipping data to help streamline communication between departments, eliminating multiple rounds of time-consuming manual work.
Palantir also built a “Control Tower” module within DOTS which allows WFP to track and update shipments in real time. Transport information can now be surfaced and relayed to headquarters within seconds. Within the Control Tower module, countries and humanitarian organizations could request free transportation of PPE anywhere in the world and then track and monitor those deliveries. As a result of these efforts, WFP was able to deliver nearly 150,000 cubic meters of health supplies including PPE to 173 countries around the world. Ultimately, the Control Tower helped WFP organize an unprecedented response to the biggest humanitarian disaster it has been tasked to assist with.
By unpacking complex stories about innovative technology through a mission that everyone can get behind (fighting world hunger), Freethink was able to deliver instant insight to Palantir's mission and capacity, while inspiring the imagination for what it could do for future partners.
Freethink produced a custom documentary that demonstrated how the real-life application of Palantir’s DOTs made literal life-changing breakthroughs possible. Through powerful tools like this, more beneficiaries can be reached, accelerating the global community’s progress towards Zero Hunger.
Freethink distributed this marquee documentary across Freethink owned sites and social channels such as Facebook, YouTube, Instagram, and Linkedin to engage Freethink’s audience, audiences indirectly impacted by the severe food insecurity, as well as broader audiences. Palantir was granted ownership rights of this documentary along with a robust distribution plan that included customized and targeted campaigns across social media. We implemented SEO optimization, created series art, dedicated articles, customized cut downs and clips; we published across news partners, niche online communities, newsletters and contributed real-time comment responses to encourage conversation. Through the campaign, we measured and fine-tuned tactics to optimize where the video was organically performing well to boost performance.
The documentary was an engrossing hit, with nearly 900,000 views and 23% of them being completed views on a 7:30 video on the internet. That engaged performance for long form content is notable in a crowded media landscape and competing sources for attention.
The breakdown of an innovative data integration platform and custom technological solutions was made humane and relatable through the interviews between WFP executives and Palantir project leads, who were all working together in this noble mission.
Even though it was branded content, our audience was captivated by the video. We were able to identify the most powerful Palantir story and frame it in a way that would capture our tech-enthusiast audience, and they delivered the highest engagement and completion rates among other targeted groups. This proves that Freethink is able to tell brand stories that educate, entertain and engage our audience.
Comments from viewers were overwhelmingly positive, praising the mission-critical and mission-driven work. Many viewers shared their appreciation for the work between Palantir and WFP, how impressed they were by the employees, and more importantly, an interest in getting involved and working for the companies-- the branded content providing an additional benefit of higher visibility for future recruitments.
