A proactive campaign to align SAP Concur with the topical media issues in order to drive brand awareness

The brief

Increase SAP Concur’s brand profile within the SMB and Enterprise markets by aligning the company and its commentary with the key business issues that matter to its audiences.

70
pieces of coverage across SAP Concur's different sectors
780k
estimated online coverage views from first 6 months of campaign
2k+
online social shares from first 6 months of campaign

The approach

The Aspectus team were tasked with expanding SAP Concur's media presence within its core trade media, but also elevating its message into the national, business and broadcast press. Aspectus sought to quickly understand the passions of key spokespeople, how these could be aligned to the media and also devised original ideas and content to be used.

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The result

In the first six months, the campaign delivered radio, national and business coverage. The articles generated by the programme were viewed in excess of 750,000 times and drove more than 2,000 social interactions.

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