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Case Study: Workday: For a Changing World
Summary
A humorous multichannel campaign allowed enterprise software brand Workday to assert itself as a category leader with an integrated brand platform that boosted growth in its top six key markets.
In terms of brand awareness and perception scores, challenger brand Workday was in distant third place behind the two behemoths that were its main competitors.Recognising that its proposition lacked consistency and clarity, Workday needed to shake up its approach in a way that would allow it to take business from its rivals, and fast.It opted for an advertising approach that was innovative for the software systems sector, adopting an optimistic, humorous tone in an activation used consistently across all Workday marketing points.The campaign was a resounding success in terms of demonstrating to decision makers that Workday can help them navigate business challenges, giving them the confidence to make the leap and change their enterprise software system.
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