In today’s fragmented landscape, the line between B2B and B2C marketing is increasingly blurry, and some business brands are taking a page out of consumer brand marketers’ playbook to better reach audiences. That includes the marketing team at Workday, a work-related, enterprise software company.
Last month as part of its global “Rock Star” campaign, Workday rolled out two humor-filled television commercials featuring Gwen Stefani, Travis Barker and Billy Idol during the Masters Tournament for golf. The commercials are a follow-up to the company’s initial “Rock Star” campaign that debuted during last year’s Super Bowl, which helped boost Workday’s brand consideration and awareness, according to Workday CMO Emma Chalwin.
Workday is hoping that using less traditional B2B language, opening up its messaging to focus on humor as opposed to just its product, and showing up on television and social media will help the company better reach audiences, per Chalwin. For example, in this most recent campaign, Workday leveraged Billy Idol as a LinkedIn ambassador to give the brand more social amplification.
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The original post is at Marketing Archives – Digiday
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