Tasked with generating brand awareness for Salesforce.org, I helped create, launch, and lead the first-ever brand-level storytelling campaign: Salesforce.org Changemaker Correspondents.
GOAL
The goal was simple - tell our customer stories in radically new ways through new mediums and new voices, while generating brand awareness and driving engagement on social.
Photo credit: Daniella Zalcman
RESULTS
600,000+
unique
views
The Changemaker Correspondents campaign drove 600,000+ unique views, exposing more than half a million people to the campaign and the Salesforce.org brand. The campaign drove organic conversation on social, above average engagement on the .org social channels, and media partner content surpassed benchmarks.
We paired four customers (Big Brothers Big Sisters, War Child Holland, Georgetown University and Open University of Catalonia) with four social media influencers across mediums including blogs, photography and illustration. After spending a week on-site with the customers getting immersed in their missions, the stories were amplified through the influencer channels, .org channels and through two influential media partnerships with the New York Times and The Guardian.
