On Strategy Showcase: Workday's Rockstars Campaign and Its Effie-Winning Goal

Podcast Information:

• Title: On Strategy Showcase
• Host: Fergus O’Carroll
• Episode: Workday's Rockstars Campaign and Its Effie-Winning Goal
• Release Date: October 31, 2024

Introduction

In the October 31, 2024 episode of On Strategy Showcase, host Fergus O’Carroll delves into Workday's Rockstars campaign, exploring the strategic maneuvers that propelled it to win a prestigious Effie Award. The episode features insightful discussions with Eric Peterson, Senior Director of Global Advertising Strategy and Operations at Workday, and Jared Gruner, Founder of Zero Fight, a consultancy based in Los Angeles. The conversation highlights the intersection of brand strategy and creative execution in a B2B context, particularly focusing on the challenges and triumphs of executing a high-stakes Super Bowl advertisement.

Background and Campaign Genesis

Workday, a well-established brand built over nearly two decades, primarily served the human resources (HR) department within companies. However, with the approach of their 20th anniversary, Workday aimed to extend their brand focus to include financial (Finance) solutions, thereby broadening their market appeal.

Fergus O’Carroll sets the stage by mentioning the Super Bowl spot—a significant investment for a B2B brand. The campaign featured renowned rockstars such as Joan Jett, Billy Idol, Ozzy Osbourne, Gwen Stefani, Travis Barker, Gary Clark Jr., and Paul Stanley from Kiss, portrayed in comedic roles to resonate with the audience.

Notable Quote:

[01:49] Eric Peterson: “If it were not for the goal of really wanting to hold ourselves accountable, we still might not have gotten there. And so I think, you know, again, awards... it really helped us make us more accountable.”

Strategic Challenges in B2B Marketing

The primary challenge highlighted was the difficulty of connecting brand efforts to demand measurement in a B2B environment. Eric Peterson expressed concerns about justifying substantial marketing expenditures to financial decision-makers within the company.

Fergus emphasizes the complexity of pitching a Super Bowl ad for a B2B brand, given the high cost per targeted impression and the necessity to rank within the top 10 spots to ensure visibility.

Notable Quote:

[07:00] Eric Peterson: “...you have to make sure that you are among the top rated spots. Otherwise, you have completely failed on a whole different level.”

Campaign Strategy and Creative Execution

The Rockstars campaign was devised to humanize the B2B marketing approach, blending emotional and distinctive elements typically seen in B2C advertising. The strategy involved:

1. Leveraging Celebrity Endorsements: By featuring iconic rockstars, the campaign aimed to create instant recognition and engage the C-suite audience effectively.

2. Creating a Distinctive Narrative: The concept of corporate "rockstars" was used to celebrate the often-overlooked roles of HR and Finance professionals, infusing humor and relatability.

3. Accountability Through Awards: Pursuing an Effie Award was not just for prestige but to drive internal accountability and measure the campaign's effectiveness in tangible business terms.

Notable Quote:

[21:15] Fergus O'Carroll: “...we wanted to create award winning work. And so something that myself and my creative counterpart...we had developed like a Creative Council...to have a culture of creativity.”

Execution and Multi-Channel Integration

Post the Super Bowl spot, the campaign expanded across various channels:

• Out-of-Home Installations: Utilizing a vintage Fillmore poster style to maintain thematic consistency.

• Digital Edits: Shortened versions (6-second and 15-second) tailored for paid social channels to maximize reach and engagement.

• Tour Bus Initiative: A "Forever Ford Tour" bus adorned with Workday branding and featuring celebrity appearances served as a dynamic sales tool, bringing the campaign directly to client headquarters. The bus offered interactive experiences, such as product demos, case study showcases, and even a mobile podcast studio.

Notable Quote:

[34:14] Tim: “...the Forever Ford Tour, and it's featuring Billy Idol right on the outside of the bus...you can have a demo perform for you. You can even record a podcast on the tour bus in an actual mobile podcast studio.”

Results and Impact

The Rockstars campaign achieved significant milestones:

• Effie Award Gold Winner: Recognized for its effectiveness in driving business results.

• Top 10 Super Bowl Spot: Ensured high visibility and engagement, surpassing competitive benchmarks.

• Enhanced Brand Perception: Successfully repositioned Workday as not merely an HR solution but a comprehensive platform encompassing Finance, thereby attracting a broader client base.

• Internal Accountability: The pursuit of the Effie Award fostered a culture of accountability, ensuring that marketing efforts were closely tied to measurable business outcomes.

Notable Quote:

[40:21] Eric Peterson: “...awards can actually create really valuable internal change...it really helped us make us more accountable.”

Insights and Takeaways

The episode underscores several key insights for marketers, especially those operating in the B2B space:

1. Emotional Resonance in B2B Marketing: Incorporating emotional and human elements can significantly enhance engagement with a typically rational audience.

2. Creativity Drives Efficiency: High-performing, creative campaigns can achieve business objectives faster, reducing the need for prolonged market presence.

3. Strategic Use of Awards: Pursuing awards like the Effie can drive internal focus on effectiveness and ensure alignment with business goals.

4. Multi-Channel Synergy: Integrating various channels—from high-profile events like the Super Bowl to interactive tools like the tour bus—can amplify campaign reach and effectiveness.

5. Audience-Centric Approach: Understanding the distinct motivations and behaviors of different audience segments (e.g., HR vs. Finance professionals) is crucial for crafting impactful messages.

Notable Quote:

[40:21] Eric Peterson: “...awards can actually create really valuable internal change...helped us make us more accountable.”

Conclusion

Fergus O’Carroll wraps up the episode by celebrating the collaborative efforts of Eric Peterson and Jared Gruner, highlighting how Workday's Rockstars campaign not only achieved prestigious recognition but also fundamentally transformed their marketing strategy. The episode serves as an inspiring case study for marketers aiming to blend creativity with strategic rigor to drive substantial business outcomes.

Upcoming Event Mention: Fergus also announces a live holiday-themed show scheduled for December 5th in Downtown Chicago, inviting listeners to explore the best of holiday advertising from this year and past years on an international scale.

Final Thoughts: Workday's Rockstars campaign exemplifies the power of innovative thinking in B2B marketing. By embracing creativity and striving for excellence, Workday not only elevated its brand presence but also set a benchmark for future marketing endeavors aiming to bridge the gap between brand storytelling and tangible business results.

Thank You for Listening! Stay tuned for more insightful discussions on On Strategy Showcase, where marketers share the stories behind the strategies that lead to amazing campaigns.