Salesforce Marketing Cloud
Models to better understand campaigns.
Sponsored by Salesforce
November 2020
Overview ☁️
Salesforce has become one of the fastest-growing enterprise and software companies of all time. With over 150,000 customers, the Salesforce Marketing Cloud Team focuses on building relationships with digital marketing on the world’s #1 CRM service. This team class project sponsored by Salesforce asked us to create a visionary concept proposal that re-defines models for clients ranging from small businesses to Fortune 500 companies within the Salesforce Marketing Cloud environment.
Team 🤝
5 Person Team
Role 👨💻
UX Researcher
Tools 💻
Salesforce Marketing Cloud
Duration 📅
2 Weeks
Initial Question 💭
We began our proposal presentation to the Senior UX Designer by asking one question.
Stakeholder Interaction Map 🗺️
We identified all the individual stakeholders within the interactions of a marketing campaign from the audience to the Salesforce Marketing Cloud platform. Identifying these interactions allowed our team to focus on social media campaigns and their impact with specific stakeholders in mind.
Insight #1: Sending a Powerful Message 🍪
Sending a compelling or powerful message through social media campaigns can lead to increase in awareness and positive brand associations. We drew this insight from Oreo’s #ProudParent campaign. Oreo partnered with the Parents, Families, and Friends of Lesbians and Gays organization and produced an emotional short film to accompany the campaign. These factors led to the insight we drew for our model.
Insight #2: Providing Value 🍺
Providing Value is one of our key insights for our successful campaign model. One example of a direct advertising campaign that focused on Providing Value was Coors Light’s #CouldUseABeer campaign. This campaign spread quickly due to its topical language of the pandemic in May of 2020. This campaigns use of language, creative content, incentives, and personality led to its success in awareness.
Project Takeaways 🌟
From our Salesforce presentation, we gained insights that lead to successful campaigns such as personalized advertising working better, value-driven campaigns, representation, and naturalizing advertisements. I learned specifically that campaigns need to tell a story. I believe the most intriguing stories are personal ones. I greatly value this takeaway and will use it moving Special thanks to Craig Birchler and Nic True of Salesforce for providing this opportunity to us students!