Salesforce APAC Organic Social
Did you know there are 58 million company pages on LinkedIn? An Instagram Business account posts 1.55 times daily on average (Sources: LinkedIn, Sprout Social). Think about it: every time customers scroll through their feeds, they're bombarded with posts from all these different companies. B2B content on LinkedIn and other social platforms floats in an overwhelming sea of sameness.
Everyone is churning out lookalike posts, mainly focusing on their products. This results in a blur of updates where one just blends into the next, creating a flood of indistinguishable messaging. Instead of making an impact, most posts are just part of the background noise, failing to differentiate their brands or grab the audience’s attention.
Rising Above: Riding a Wave of Differentiation
Our goals? Simple but ambitious.
What we needed to achieve:
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Recruit new followers in APAC.
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Grow reach and impressions of Salesforce messages
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Exceed Engagement rate benchmarks in the tech category on LinkedIn and on Instagram; Industry benchmark: 1.27% on LinkedIn and 1.25% on Instagram
Brand Perception Goals in APAC:
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Improve unaided awareness
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Improve consideration
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Strengthen perception of the brand in attributes that establish Salesforce as a partner
Creatively, this was brought to life through a variety of forms and formats: Salesforce, a global B2B brand, has a distinctive identity. How the APAC social content was designed showcased brand characters and colours dynamically, elevating their role from mere symbols to story-telling protagonists. Animation, especially video (the audience's top choice in APAC), carousels, and vibrant image posts resonate strongly with visual markets like India and Indonesia. Polls also encourage engagement across markets, providing valuable audience insights.
This campaign has won Bronze in Marketing Interactive Excellence Marketing Awards 2024
