Wheel of Metrics

Impact

The series helped Supermetrics experiment with new storytelling formats for B2B social media, blending humor, education, and data-driven insights.

By moving away from traditional explainer content and toward episodic storytelling, the format doubled audience engagement and created a recognizable content series within the brand’s social channels.

About the project

Wheel of Metrics is a satirical social video series developed for Supermetrics to translate complex marketing data and industry trends into entertaining, digestible content.

The idea was born from a common challenge in B2B marketing: while marketers constantly talk about data, attribution, and performance metrics, these conversations often become abstract, overwhelming, or overly technical.

To cut through the noise, we created a format that blends data insights with humor and storytelling.

Each episode revolves around a spinning “Wheel of Metrics” that randomly selects a marketing panic topic: from CPC spikes to funnel leakage or declining reach. The team then unpacks the myth or problem using real marketing data and practical insights.

The result is a format that turns traditionally dry topics into something watchable, relatable, and shareable for marketers.

[Watch an episode here!]

My role

I developed the concept and led the creative direction for the series as part of Supermetrics’ broader brand storytelling efforts.

My responsibilities included:

• Developing the creative concept and narrative world behind the series

• Shaping the satirical tone and episodic storytelling format

• Writing and refining scripts together with the marketing team

• Overseeing production and visual direction

• Ensuring the format aligned with Supermetrics’ brand voice and thought leadership positioning

The goal was to create a repeatable content format that could continuously respond to evolving marketing topics while keeping the brand voice playful and insightful.