"Raconteur is an agency’s dream in delivering performance versus agreed and industry benchmarks"
To create a campaign that used a premium editorial approach to showcase why Salesforce has a right to play in the area of digital skills inclusion by leveraging Raconteur's trust and credibility in the B2B space. The goal was to increase brand awareness of Salesforce’s Trailhead platform, while providing thought leadership and education on how businesses should tackle digital skills inclusion, positioning Salesforce as an authoritative voice in this area.
What we did
In response, Raconteur, Salesforce and its agency Merkle collaborated to create a co-branded content hub on Raconteur.net. Over the course of a year, we produced 18 pieces of content, using our expertise in B2B publishing to execute on a wide variety of formats including dynamic infographics, in-depth articles, video and case studies.
The goal was to bring the target audience to the content and provide an ongoing destination for business leaders filled with insightful, engaging content exploring how they can empower their employees and provide them with the skills they need for success. The content looked at a range of important and topical issues through the lens of digital skills and the future of work, from the challenges of the great resignation to supporting women in tech.
Alongside organic promotion, we set up a social campaign using the targeting capability of platforms including LinkedIn to deliver a minimum of 3,000 views per commercial feature.
The campaign came with a bespoke reporting dashboard so that both client and agency could see the performance of each article in real time, offering transparent and agile results. Metrics included time on page, views, link clicks, geo-location and performance by platform.