We recruited comedy influencers Corporate Bro and Corporate Natalie to create entertaining content at Salesforce’s annual conference, Dreamforce, combining humor and conference information to boost brand awareness, product knowledge, and brand advocacy for Salesforce and its flagship event.
To cater to diverse audience preferences, we created dual content streams. One stream infused humor to capture attention, featuring influencers @Corporate.Bro and @CorporateNatalie, known for their satirical takes on corporate life. They crafted Instagram Reels, Instagram Stories and LinkedIn posts, offering a light-hearted, insider view of the event.
The other content stream focused on educational insights, engaging influencers with a strong background in tech to spotlight the online conference offering, Salesforce+, and its content on AI's evolving landscape. This strategic choice ensured our message not only reached but resonated with tech enthusiasts and professionals keen on staying current with industry trends.
The campaign successfully drove organic awareness, generating 5.5X more impressions than projected. Video view rate soared well above the target at 81.78% for in-feed content, which was 20X the original benchmark.
The Dreamforce paid reach campaign drove mass awareness, reaching 9.9M unique people, outperforming our goal by 24%. The paid campaign generated a total of 13.9M impressions, surpassing our program goal by 39% at an efficient $2.52 CPM. Despite a reach objective, the campaign earned 11K link clicks at a 60% more efficient CPC than our program benchmark.
