SMARTSHEET
Driving Engagement for SaaS Solution Launches
The leader in collaborative work management (CWM) software needed to launch two new solutions for their enterprise audience. Using hyper-targeted, story-driven animations, they saw an 84% increase in referral traffic via paid social.
The leader in collaborative work management (CWM) software needed to launch two new solutions for their enterprise audience. Using hyper-targeted, story-driven animations, they saw an 84% increase in referral traffic via paid social.
THE CLIENT
Smartsheet is an industry leader in collaborative work management (CWM) software for enterprises and is used by 96% of Fortune 100 companies.
THE CHALLENGE
Smartsheet launched two new innovative solutions in a 5-month period and needed help telling the story of how these products could improve work outcomes, specifically for enterprise-level businesses. They wanted to use video or animation to illustrate the value of their platform and make sure their message reached the right audience.
THE CLIENT
Smartsheet is an industry leader in collaborative work management (CWM) software for enterprises and is used by 96% of Fortune 100 companies.
THE CHALLENGE
Smartsheet launched two new innovative solutions in a 5-month period and needed help telling the story of how these products could improve work outcomes, specifically for enterprise-level businesses. They wanted to use video or animation to illustrate the value of their platform and make sure their message reached the right audience.
THE SOLUTION
Bonfire identified Smartsheet’s target personas and their pain points. Based on this data, a series of animations was developed showcasing Smartsheet’s unique ability to adapt with an organization and how new features could help enterprises make faster, better decisions.
Next, Bonfire created a two-pronged distribution strategy. First, key CWM influencers were identified and targeted. Assets were then deployed across social channels using a hyper-targeted social distribution strategy centered around job titles within target organizations.
THE SOLUTION
Bonfire identified Smartsheet’s target personas and their pain points. Based on this data, a series of animations was developed showcasing Smartsheet’s unique ability to adapt with an organization and how new features could help enterprises make faster, better decisions.
Next, Bonfire created a two-pronged distribution strategy. First, key CWM influencers were identified and targeted. Assets were then deployed across social channels using a hyper-targeted social distribution strategy centered around job titles within target organizations.
THE RESULTS
Through these efforts, Bonfire identified the most cost-effective persona across social advertising channels, analyzed top- and bottom-performing content categories, and defined an optimized tactical approach.
The strategy generated 156 interactions with key influencers who had an 8.4average social authority. 72% of them were in Smartsheet’s top four priority verticals, and 63% were technology decision-makers.
Referral traffic from paid social increased 84%, with CPC efficiency improving simultaneously. Total social engagement more than tripled, and direct social shares of Smartsheet content increased by 76%.
THE RESULTS
Through these efforts, Bonfire identified the most cost-effective persona across social advertising channels, analyzed top- and bottom-performing content categories, and defined an optimized tactical approach.
The strategy generated 156 interactions with key influencers who had an 8.4average social authority. 72% of them were in Smartsheet’s top four priority verticals, and 63% were technology decision-makers.
Referral traffic from paid social increased 84%, with CPC efficiency improving simultaneously. Total social engagement more than tripled, and direct social shares of Smartsheet content increased by 76%.
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