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Workday: Driving change

In a rapidly shifting business landscape, Workday needed to stand out as a critical partner for organizations navigating transformation. The challenge? Communicate the value of Workday’s software in driving agility and innovation, all while competing against legacy enterprise software giants in a crowded marketplace.

Client

Workday

Deliverables

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

Year

2024

Preview

Project Link

Solution

To reach decision-makers where they live and think, we developed a multi-channel campaign targeting senior business leaders. The strategy included:

12 thematic editorial articles covering key topics like economic trends, HR innovations, and finance automation, with half appearing in national print alongside brand ads.
Sponsor articles rolled out in two phases to deliver tech-driven insights for improving business.
Paid social posts to amplify visibility across platforms.
A brand lift study timed to key business periods to measure the campaign’s impact.

This streamlined approach combined high-quality thought leadership with strategic placements to engage and inform Workday’s target audience effectively.

Results

Campaign over-indexed against key audiences, including business leaders, talent professionals, and STEM leaders.
Content engagement, measured by quality time spent, outperformed category benchmarks.
Stronger association of Workday with innovation and leadership among CFOs and HR executives in Canada.

Takeaways

Workday nailed its strategy by focusing on the pain points and opportunities faced by CFOs and business leaders, crafting content that positioned the brand as a thought leader in enterprise software. The mix of print and digital media ensured broad reach and impact, while data-driven, relevant content captured the attention of decision-makers looking for cutting-edge solutions.

Solution

To reach decision-makers where they live and think, we developed a multi-channel campaign targeting senior business leaders. The strategy included:

12 thematic editorial articles covering key topics like economic trends, HR innovations, and finance automation, with half appearing in national print alongside brand ads.
Sponsor articles rolled out in two phases to deliver tech-driven insights for improving business.
Paid social posts to amplify visibility across platforms.
A brand lift study timed to key business periods to measure the campaign’s impact.

This streamlined approach combined high-quality thought leadership with strategic placements to engage and inform Workday’s target audience effectively.

Solution

To reach decision-makers where they live and think, we developed a multi-channel campaign targeting senior business leaders. The strategy included:

12 thematic editorial articles covering key topics like economic trends, HR innovations, and finance automation, with half appearing in national print alongside brand ads.
Sponsor articles rolled out in two phases to deliver tech-driven insights for improving business.
Paid social posts to amplify visibility across platforms.
A brand lift study timed to key business periods to measure the campaign’s impact.

This streamlined approach combined high-quality thought leadership with strategic placements to engage and inform Workday’s target audience effectively.

Results

Campaign over-indexed against key audiences, including business leaders, talent professionals, and STEM leaders.
Content engagement, measured by quality time spent, outperformed category benchmarks.
Stronger association of Workday with innovation and leadership among CFOs and HR executives in Canada.

Takeaways

Bototm line: By owning the conversation on agility and innovation, Workday established itself as a key player in helping businesses transform and thrive in a competitive market.

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