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Driving change

Discover how Workday is reshaping the landscape of enterprise software with its comprehensive campaign on The Globe and Mail

Client

Workday

Deliverables

Thematic editorial in print and digital, sponsor content, paid posts and brand lift study

Year

2024

Preview

Project Link

Challenge:

In the fast-evolving business landscape, Workday sought to establish itself as a pivotal resource for businesses undergoing transformation. The challenge was to communicate the value of Workday’s software in enhancing organizational agility and innovation in a competitive market dominated by established enterprise software providers.

Solution:

The campaign strategy for Workday featured a mix of digital and print media aimed at engaging senior business leaders and decision-makers. It included 12 editorials on key topics like economic trends, HR innovations, and finance automation, with half appearing in national print alongside brand ads. Additionally, there were two phases of digital sponsored content and paid posts focused on technology insights for improving business. A brand lift study was also conducted during key business periods to maximize visibility and measure the impact of the campaign. This streamlined approach was designed to effectively reach and engage the target audience.

Results:

The campaign successfully reached the primary decision makers by over-indexing against business leaders, talent professionals and STEM leaders.
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.
Preliminary feedback indicated a stronger association of Workday with innovation and leadership in enterprise software solutions.

Challenge:

Solution:

Results:

The campaign successfully reached the primary decision makers by over-indexing against business leaders, talent professionals and STEM leaders.
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.
Preliminary feedback indicated a stronger association of Workday with innovation and leadership in enterprise software solutions.

Workday tailored its content to address the specific challenges faced by CFOs and business leaders, establishing itself as a thought leader in the enterprise software space. The campaign effectively used both print and digital media to expand its reach and increase its impact. Additionally, by focusing on data-rich content, Workday appealed to its audience's interest in business development and innovation, ensuring the campaign was both relevant and engaging.

A force for good

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