Every year, Dreamforce takes over San Francisco, drawing thousands to its mix of keynotes, demos, and networking opportunities all focused on tech innovation and the huge role that AI is having on Salesforce and the industries it supports. This year, the event also went digital with Salesforce+, bringing the experience to an even bigger global audience.
To complement this, we launched an influencer campaign led by @Corporate.Bro and @CorporateNatalie on Instagram and LinkedIn along with 4 other creators, aimed at boosting brand awareness, product knowledge, and brand advocacy for both Salesforce and its flagship event.
Our approach was twofold: immerse comedic creators directly into the Dreamforce frenzy for an authentic experience and work with at-home creators, all to highlight the vibrant Saleblazer community, demystify AI advancements, and drive viewership to Salesforce+. The content crafted was a blend of engaging narratives and useful information, effectively broadening visibility into Salesforce's pivotal role and innovations.
Dual content streams catered to diverse audience preferences: one infused with humor to capture attention and another rich with educational insights for a deeper dive into Dreamforce's core themes.
On the humorous front, we enlisted the help of @Corporate.Bro and @CorporateNatalie, beloved for their satirical takes on corporate life. These influencers crafted Instagram Reels + Stories and LinkedIn posts, offering a light-hearted, insider view of the event, resonating with audiences familiar with corporate life.
For the educational segment, we engaged influencers with a strong background in tech careers to spotlight Salesforce+ and its forward-thinking content on AI's evolving landscape. This strategic choice ensured that our message not only reached but resonated with tech enthusiasts and professionals keen on staying current with industry trends.
Overall results exceeded expectations and category benchmarks:
Performance highlights:
The campaign successfully drove organic awareness, generating 5.5X more impressions than projected.
Video view rate soared well above the target, delivering an astounding performance, 20X the benchmark with an In-Feed View Rate 81.78%.
The Dreamforce paid reach campaign drove mass awareness, reaching 9.9M unique people, outperforming our goal by 24%.
The paid campaign generated 13.9M impressions, surpassing our program goal by 39% at an efficient $2.52 CPM.
Despite a reach objective, the campaign earned 11K link clicks at a 60% more efficient CPC than our program benchmark.
