Creativity, Efficiency & Influence:
How SAP's TechUnknown Podcast Achieves Multiple Marketing Goals

101%
Podcast featuring influencers reaches 101% of industry average downloads.

Business Challenge

SAP is a Fortune 500 company with dozens of business units, each one serving a distinct audience. Challenged to create a single influential marketing resource to reach multiple business objectives, SAP needed to implement a process that would enable them to create a content destination to satisfy the interests of business leaders within many verticals and topics around technology.

Program Strategy

The solution included creating a podcast featuring an influencer host and a combination of industry experts and internal executives. To make the solution scalable, a process was developed and aided by multiple tools to identify, engage and activate influencers, record interviews, produce podcast episodes, publish and promote the podcasts.

Each business unit contributed discussion topics and identified internal experts to add to the influencer content. TopRank created a content map for each episode to make sure it aligned with brand messaging and the season’s central themes. This map informed the influencer questions and host segments, making each episode part of a larger, cohesive whole.

This approach allowed for faster, more efficient production, with episodes released on time and under budget. Not only that, the content itself was richer, with multiple influencers per episode, and a topic-based, storytelling format that proved more engaging than a traditional interview-format podcast. By operationalizing the podcast production, SAP was able to coordinate multiple influencers across business units, creating an engaging podcast season that sparked a powerful audience response.

Key Program Elements

– Six 15-30 minute podcast episodes
– Episode landing pages
– Internal amplification
– Brand amplification
– Influencer activation

Creative

By operationalizing the podcast production, SAP was able to coordinate multiple influencers across business units, creating an engaging podcast season that sparked a powerful audience response.
128M

in potential reach from influencer shares

13M+
estimated impressions
66%
increase in podcast downloads over previous season

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