Oracle
"The Power of One" concept is a simple message of empowerment that explores the duality of what it means to be a marketing leader and a consumer.
The challenge
Selling marketing solutions to marketers can be challenging. Not only are head marketers savvy consumers, but competition in the enterprise cloud space is fierce. Brands such as Adobe, Salesforce, and IBM are all fighting for a share of this dynamic industry.
The primary goals for the campaign were to generate leads and drive awareness, engagement, and adoption of Oracle's marketing solutions; to build strong market presence and extend Oracle's market leadership; and to align Oracle's internal marketing team behind an integrated campaign that uses it's own tools to drive demand.
The approach
The campaign centers on six different themes that represent challenges in marketing tech, highlighting Oracle's solutions and end user benefits in each. "The Power of Insight," for example, highlights the Oracle Data Management Platform. Oracle's cloud marketing solution is a compilation of its capabilities and CRM and cloud marketing offerings.
The themes are: Customer Experience, Data-Driven Marketing, Marketing Automation, Cross-Channel Marketing, Mobile Marketing and Account-Based Marketing.
The solution
The campaign is a real-world case study of Oracle using its own platform marketing cloud stack as an example of what potential clients can do for themselves.
- Display ads driving to 6 channelized unique URL's filled with helpful tools and information
- Social media blitz driving to a hub URL, with options to self-select and get on the road to marketing success
- Earned media blitz where expert creators generate qualified leads for Oracle Marketing Cloud solutions
- Style guide and creative tookit to empower team members in their outreach
Results and impact
- Doubling of brand awareness: Oracle Marketing Cloud became synonymous with unifed marketing solutions.
- Significant sales growth: Sales skyrocketed, propelled by new customers and repeat customers who simultaneously recommended Oracle Marketing Solutions to their colleagues.
- Shift in market perception: Oracle Marketing Cloud successfully redefined the marketing SaaS category, moving from a niche set of isloated products to a mainstream holistic marketing suite embraced by customer-focused marketers.
