Lift them up when locked down
Salesforce is best known as the world’s top CRM provider, but their enterprise extends into all facets of their customers’ businesses. However, the company has long advocated a strong work-life balance for its employees.
In 2020, we partnered with Salesforce to ask its customers, “Are you working from home, or living at work?” Access to Salesforce wherever you can get online is a double-edged sword. We worked with Salesforce to give current customers an opportunity to exhale.
Challenge:
In the early months of the pandemic, it became clear that this global crisis wasn’t going away anytime soon. With the initial onslaught of Zoom fatigue, Salesforce wanted to establish goodwill with its customers. The challenge was to convince customers that this marketing program had no strings attached, we just want them to know we care. The audience spanned the United States and Canada and needed to be executed in two languages.
Strategy:
If there’s anything we had in spades during a global pandemic it’s screen time. Across the board, screen time numbers ballooned as the year went on. Armed with that information and a firm grasp of our target audience, we decided to build a fun, engaging website that would be a bit of infotainment for our homebound Salesforce customers. They were then rewarded with gifts or charitable donations in their name as a thank you for being part of the Salesforce family.
Creative:
We built an interactive experience that encouraged customers to walk us through a typical WFH day. Along the way, the website’s algorithm narrowed the scope of available gifts until finally showing the user four curated gifts, including donations to local charities.
Outcome:
Ninety percent of all site traffic completed the online user experience and redeemed a gift with no strings attached.
Campaign Elements:
- Website
- Package design
- Gift fulfillment
