Michelle Obama x Salesforce
Goal: To increase brand awareness and prospect traffic to Salesforce’s website
Market: Global
Background:
Salesforce's sponsorship of the "most anticipated new podcast in the history of the medium. Salesforce is humanizing the conversation around technology through their Make Change series. Our algorithmic model furthers Salesforce's brand perception goals of using technology to change the world and celebrating business executives from thought leadership to action leadership.
We announced The First Lady as the host for Higher Ground’s premiere title on July 16, 2019. Within the first 48 hours we captured over 33B impressions in earned media globally. SFDC was included in many articles highlighting their support for the series. This was Spotify’s first-ever activation with Salesforce.
I led the consultative management of this ad sales campaign with our client, content, strategy, production, and project management teams for creating all the custom elements, podcast ads, audio spots, and traffic drivers within the span of 2 weeks. With a very tight deadline, the custom creation process was beautifully organized and well-executed across all sides. We produced DAI Prerolls, Midrolls, Postrolls, co-branded media (Michelle Obama + Salesforce) driving to the Michelle Obama Podcast, and Salesforce brand media driving to Salesforce’s landing page. I provided ongoing comprehensive in-flight reporting and learnings to client, establishing Spotify as a consultative and trusted partner.
