AWARDS 2012 CASE STUDY: Category 7: Love hate data for SAP by DNX
This campaign was launched to raise awareness of the importance of data in business and promote the benefits of the 2011 launch of SAP Crystal Solutions, an entry-level business intelligence (BI) tool.
Everybody encounters data in their daily lives, and the campaign brought this to life. The campaign sought to explore how data educates, informs, connects, entertains, influences and divides us.
Using social media, the team wanted to bring SAP closer to the everyday business user and the people who use data processing products most often. This audience was crucial to SAP as research showed they were relatively unaware of the importance of data or BI solutions.
A site was built around two personae; a data hater and a data lover. They were used to educate and inform online followers into the benefits of data and the benefits of BI solution.
The messaging was kept very high level with a strong focus on producing content that would increase awareness. This was done via the social media channels set up and collateral including wallpapers, twibbons, email signatures, infographics and more.
The site has been visited by 9,400 people from over 25, and they have started over 700 online conversations and generating 580,902 tweet impressions.