How Smartsheet Drove Results With Creative Content and Influence


above benchmark campaign pageviews

Business Challenge

The easiest way to help teams collaborate successfully is by making communication easy. Smartsheet’s integration with Microsoft Teams facilitates this functionality by providing a centralized place for planning, processes, documents, meetings, and real-time chat.

The challenge: A large portion of the user base was unaware of these benefits. Smartsheet wanted to increase awareness and downloads of their integration Microsoft Teams.

The solution: Launching a campaign featuring a group of respected and visible experts to build awareness, cultivate community, and boost organic social reach. The campaign featured co-created brand and sponsored content across LinkedIn, Instagram, Facebook and Twitter.

Program Strategy

By embracing an elevated approach to B2B influencer marketing that focused on co-creation, collaboration, and community celebration, Smartsheet was able to launch their successful #FruitfulWork campaign.


Through a creative theme that aligned common work styles with popular fruits as a metaphor, Smartsheet identified and engaged relevant niche influencers and productivity experts alongside employee and client ambassadors to provide content and promotion.


To create engagement, Smartsheet then asked 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.

Key Program Elements

  • Social-first Campaign
  • Video Series
  • Co-Created Blogs
  • Organic and Paid Social
  • Influencer Activation

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:


pageviews on campaign content (348% above benchmark)


video views


increase in app downloads


in Reach + 1.67K engagements on Influencer Content

smartsheets FruitfulWork
Starfruit Smartsheets
Gifted Grapes: SmartSheets
Painstaking Pomegranate

Learn how influencer marketing can grow your business: Schedule a consultation today

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