A 138% surge in C-suite connections

SAP wanted to test out a social selling programme to engage with C-suites who were proving difficult to attract through the usual paid media channels. SAP's Managing Director for Southeast Asia was selected to front the campaign, but we were confronted with two problems: 1) C-suites might not even be social and 2) SAP didn't know how to set up, run, measure and attribute a campaign like this.

To address the second point, our Strategy & Data teams built a robust, data-informed framework, drawing on the audience-modelling and micro-targeting methods that have reshaped modern digital campaigns, and adapted it to make it work for the executive fronting our programme.

From developing the executive's social voice, mapping out SAP influencer networks and pinpointing hot topics of conversation to crafting content delivery tactics and building growth parameters for measuring profile awareness, connections and engagement with our target CXO list—we did it all.