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commercetools Breaks B2B Tradition With Landmark Campaign

The commerce solution tapped Will Arnett for a campaign that ditched B2B norms to skyrocket brand visibility.


video completion rate on YouTube


video views in 3 months


positive sentiment around campaign

Project Overview

In a market dominated by slow-to-innovate, legacy platforms, commercetools’ solutions are fit to support customers today and for generations to come. As the inventor of “headless commerce”, commercetools empowers businesses all over the globe with the ability to be agile and sell wherever customers are. This is a stark contrast to the inflexible legacy platforms which constrain innovation, impede responses, and limit revenue generation. Despite that distinction, the market is crowded with either large, known players that rest on brand recognition, or new players that lack the advanced technology required for today’s desired commerce experiences. commercetools needed a campaign that distinguished them in the industry as innovative provocateurs and leaders in composable commerce.


Retail Technology


Campaign Concepting, Campaign Activation, Animation, Web Design, Demand Generation, Illustration, Editorial Design, Content Development, Social Media, Public Relations

The Naysayer and commercetools' Twitter profiles
Three Nayser's Guide blog posts from commercetools' website
OOH  street signage mockup for The Naysayer campaign
Picture of commercetools event banner
Mockup of pages from commercetools' Naysayer research report
Mockup of top-tier press coverage from The Naysayer launch
Mockup showing 3-month earned and owned results from The Naysayer campaign launch
Mockup showing organic social reactions to the Naysayer campaign
Ann Hagner headshot

Looking to break tradition with your next B2B campaign? Get in touch with Ann and our Creative team.

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