GroundTruth’s campaign champions results-driven marketing over likes and shares

In a world where marketers are too often cornered into presenting meaningless vanity metrics to skeptical finance teams, GroundTruth is shifting the narrative.

With the help of Austin-based creative agency Bandolier Media, GroundTruth has launched "Real Business Results," a sharp, no-nonsense campaign that ditches likes, shares, and impressions in favor of what actually matters like foot traffic, sales lift, and market share.

GroundTruth's platform is built around real-world consumer behavior, using location and purchase data to deliver media campaigns that connect digital ads to real business outcomes. But even with those capabilities, the company saw a disconnect between what marketers often measure and what drives boardroom decisions. That's where Bandolier Media came in.

Comedy With a Finance POV

To bring this concept to life, Bandolier cast actor Oscar Nuñez, best known for his role as the sardonic accountant on The Office, as the face of reason in a series of humorous spots. The campaign's five creative executions—"Likes," "Equation," "Impressions," "Budget," and "Like-Liker"—feature Nuñez in mock Zoom calls or meetings where he hilariously dismantles the flawed logic of marketing teams still clinging to vanity metrics.

Brandon Rhoten, CMO, GroundTruth: "Oscar delivers the message marketers need to hear: CFOs don't care about likes. In billions of dollars of media spend, I've never had a finance team ask about engagement. They want results tied to revenue, not retweets."

Rhoten rose to prominence as the architect of Wendy's trailblazing digital and social strategy, where he transformed the fast-food chain into a cultural icon known for its razor-sharp social clapbacks and fearless online voice. But even for a marketer fluent in social, Rhoten's message now is crystal clear: likes don't pay the bills, results do.

Creative Built for Conversion, Not Clapbacks

The campaign runs across LinkedIn, YouTube, digital out-of-home, streaming audio, and programmatic mobile, targeting agency and brand-side media buyers who are increasingly under pressure to tie spend to impact. It's B2B marketing that dials up the relatability while driving home a serious point: if your media doesn't move the needle, it's just noise.

George Ellis, Creative Director, Bandolier: "Too much of B2B creative still assumes humor or emotion is off-limits. Not here. We built this campaign to feel like something marketers would actually want to watch, and, most importantly, act on."

A Brand Platform That Lives Its Promise

GroundTruth isn't just selling smarter media with built-in measurement, they're living it. With observed real-world behavior as their core differentiator, this campaign is a meta-demonstration of their value proposition. Every spot is a rejection of marketing vanity metrics, and a push toward media accountability.

The launch marks another milestone for Bandolier, named one of Ad Age's Small Agencies of the Year for three consecutive years. Their work spans major national brands and homegrown DTC efforts alike, always with a sharp creative edge and a refusal to settle for bland.

www.groundtruth.com

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