Case Study

Salesforce

While a globally recognized brand, Salesforce had made limited investments in building brand awareness at the corporate level. Mediasmith was asked to prove the value of brand advertising through a regional test. After analyzing media sources, we recommended a regional test in five major metros based on defined audience size and target reach and frequency required to increase awareness, and then coordinated with research and sales teams to align on key metrics vs control cities. Using digital, OOH, local TV, local radio, and streaming programming, the test increased awareness and consideration vs. control by 2.5x, exceeded traffic, lead volume and engagement goals, and informed the foundation for a new “Top Cities” program. Mediasmith was asked to manage brand awareness investments for the next 5 years.

Credits

“Our presence was everywhere, and we’ve had input from prospects that the marketing campaign spurred them to initiate their first serious look at Salesforce.”

—EVP, SMB