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. Rachel Barger, Managing Director SEA, 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 how to set up, run, measure and attribute a campaign like this.
To address this second point, our Strategy & Data teams took inspiration from Donald Trump’s 2016 presidential campaign. THis involved brainstorming a robust, data-informed framework to replicate their methods and make it work for the hero of our campaign.
From developing Rachel’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.
The SAP Leadership Conversation initiative involved a year’s worth of hard work but the result speak volumes. We exceeded our campaign KPI for CXO connections by 138%. Most engagement indices (comments, shares, likes and views) increased by more than 100%. The campaign was also a hit among SAP stakeholders, so much so that we were tasked to replicate the programme for a number of other top SAP executives.