Overview
As modern management tools increasingly rely on cloud-based solutions, many Brazilian companies are now migrating their systems, creating significant business opportunities for SAP.
Through LinkedIn, SAP aimed to showcase the companies leveraging its technology to transition their operations to the cloud. Beyond highlighting the benefits of cloud computing over traditional models, SAP sought to celebrate these new partnerships, encouraging the market to embrace this transformation.
Imagem Corporativa developed the “Clear Skies Ahead” initiative, designed as a relationship-building tool for new clients, a content source for LinkedIn, and a support resource for SAP’s sales and post-sales teams.
New clients signing cloud projects with SAP become eligible for the activation, receiving a box of personalized gourmet brigadeiros with blue sprinkles, symbolizing SAP’s brand color and the “clear skies” where these businesses will now operate.
The gourmet brigadeiros are made with Brazil’s classic recipe: condensed milk, chocolate, and butter. The packaging, crafted from recycled materials and 100% plastic-free, underscores SAP’s commitment to sustainability.
Objectives
- Strengthen relationships between SAP’s leadership, sales executives, and new clients, creating opportunities for future business.
- Announce major contracts and SAP solution implementations for Brazil’s top companies through LinkedIn.
- Generate high-engagement content for SAP leaders to share on their personal LinkedIn profiles.
Strategy
- Symbolic Gift Creation:
- Introduced a low-cost yet meaningful gift that resonates with SAP’s business and its commitment to Brazil: brigadeiros, Brazil’s most iconic confectionery.
- The name “Clear Skies Ahead” connects to both the celebration of partnerships and the idiom, which conveys a smooth journey.
- Surprise Actions:
- Surprised new clients with personalized SAP brigadeiros to celebrate their partnership and reinforce bonds between SAP executives and their clients.
- Captured these celebrations with photos for LinkedIn content.
- Content Development:
- Designed campaign-themed posts for SAP executives and partners to share on LinkedIn, using the hashtag #céudebrigadeirosap.
- Internal Sales Engagement:
- Encouraged the sales team to participate in the initiative by recognizing executives who gifted the most brigadeiros to new clients each quarter.
- Client Engagement:
- Motivated clients to interact with the brigadeiro initiative by liking, sharing, or even creating their own posts about SAP’s personalized brigadeiros.
Results (2023)
In addition to impressive engagement metrics on LinkedIn, the “Clear Skies Ahead” initiative fostered internal and partner engagement at SAP, turning employees and collaborators into brand and campaign ambassadors.
The campaign gained recognition within SAP’s global marketing structure as an example of best practices in client relationship building, high-level content creation, and creativity.
Key Results:
- 93 activations
- 62 LinkedIn posts
- 8,300+ likes
- 170+ shares
- 250+ comments
- 8,000+ total engagements
