How Smartsheet Built Awareness with B2B Influencer Marketing
Smartsheet is a cloud-based enterprise platform that enables businesses to manage and automate collaborative work and project management processes.
Smartsheet offers a powerful integration with Microsoft Teams that provides a centralized place for planning, processes, documents, meetings, and real-time chat. The problem? Their user base was unaware of it! Smartsheet wanted to increase awareness and downloads of their Microsoft Teams integration.
TopRank Marketing developed a campaign featuring a group of respected and visible experts to build awareness, cultivate community, and boost organic social reach. The campaign, #FruitfulWork, featured co-created brand and sponsored content across LinkedIn, Instagram, Facebook and Twitter.
Through a creative theme that aligned common work styles with popular fruits as a metaphor, TopRank Marketing and Smartsheet identified and engaged relevant niche influencers and productivity experts alongside employee and client ambassadors to provide content and promotion.
To increase engagement, TopRank had Smartsheet ask their community to share tips on how they collaborate with other fruit-type work styles to be “better together.” These efforts led to the cultivation of an excited community that included the influencer’s unique audiences, internal SMEs, employees, and beyond.
By co-creating content with influencers and giving users a fun, elevated experience, this program achieved reach and engagement goals to build solution awareness while driving leads and conversions:
- 10,259 pageviews on campaign content (348% above benchmark)
- 23K video views
- 30% increase in app downloads
- 2M in Reach + 1.6k engagements on influencer content