Workday’s software literally makes the wheels of business turn. In order to drive business growth, Workday needed to shift decision-maker awareness to drive deeper consideration for their services.
We identified that Workday was perceived as an ‘outsider’ to the core competitive set due to the brand strengths of their competitors within key customer groups. This cultural hurdle hindered Workday’s ability to engage with their target audience and subsequently drive consideration.
We set out to drive fame for Workday through deeper and broader customer connections by:
- Developing a media strategy focussed on forging bold cultural connections beyond the traditional work environment
- Identifying relatable and culturally resonant touchpoints including high-profile sponsorship opportunities with Formula 1, Borussia Dortmund (BVB), and the Super Bowl
- Aligning media touchpoints around sponsorship activations to supercharge impact
- Connecting impactful media activations to demand generation strategies
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