CASE STUDY
Workday: Align with business decision makers’ interests
By aligning content with the specific challenges and needs of CFOs and business leaders, Workday positioned itself as a thought leader in the enterprise software space.
Results
Reach: The campaign successfully reached primary decision makers by over-indexing against business leaders, talent professionals and STEM leaders.
Engagement: Content engagement measured by quality time spent out-performed benchmarks in the category. Significantly increasing Workday’s visibility and consideration among CFOs and HR executives in Canada.
Brand perception: Preliminary feedback indicated a stronger association of Workday with innovation and leadership in enterprise software solutions.
Source: The Globe and Mail – Audience Data Cloud
Challenge
Communicate the value of Workday’s software in enhancing organizational agility and innovation in a market dominated by established enterprise software providers.
Strategy
- Address pain points: By aligning content with the specific challenges and needs of CFOs and business leaders, Workday positioned itself as a thought leader in the enterprise software space.
- Use multiple touchpoints: The use of both print and digital media broadened its reach, increasing the effectiveness of the campaign.
- Be data-centric: The focus on data-rich resonated with the audience, catering to their interest in business development and innovation.
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