We are pleased to announce the successful execution of the SME Run  Like Never Before Campaign incorporating the SME Ambition  messaging in Indonesia, Malaysia and Singapore.

The  campaign aimed to connect with ‘next generation’ businesses by speaking to  the ambition from one person or a small group of people who lead the company.  It’s this ambition that stirs emotion, builds success and above all creates a  story that we can all identify with and position SAP as the partner to help  them realize those ambitions.  It showcased small and  midsize SAP customers that have improved business performance, achieved sustainable  growth, improved  people’s lives through philanthropic contribution while delighting existing customers and  acquiring new customers. We took this opportunity to feature SME  customers to convey the reality and relevance of SAP to the SME segment. In  addition, we extended the brand recognition of the Run Like Never Before  campaign to reinforce the readiness of SAP solutions to scale with our  customers.
Campaign  Objectives:
  • Drive   perception change that SAP is committed to the SME space. 80% of our  customers are small and midsize businesses
  • Drive purchase consideration by showcasing how  SAP technology (Cloud, Mobile, Social and Big Data) is  helping SMEs realize their ambitions
Target  Audience:  SME owners/ CEOs (next generation SMEs), IT audiences (CIO, IT Operations),  Key LoBs
Campaign  Duration:  Sep – Dec 2014
Highlights
  1. Multi-touch approach – Brand to Demand Media approach across Web, Print, Social, Radio Talkshow (Indonesia) and Search
  2. Programmatic buying targeting SME audience segments
  3. Content partnership with key SME publishers in each MUs to achieve targeted reach
  4. Build engagement through SME customer stories and research report from Global SME Ambition campaign
  5. Localised offers in-country  to cater to individual markets, eg:
    • SME radio show in Indonesia
    • The Edge business magazine ad in Malaysia
    • Lianhe Zaobao Mandarin print  ad and Business Times SME section ad in Singapore.
Campaign Metrics and Impact
Metrics
Impact
Results
Brand
  1. Impression and unique     reach to SME audience performed 216% better than projected numbers
  2. 13% positive    shifts    on perception on SAP: “SAP solutions help small and medium    companies grow and fulfil their ambition“ (Nielsen/Milward Brown)
Metrics
Projected
Actual
%
Perception Shift
10%
13%
133%
Impression
12,490,189
27,001,627
216%
Unique Reach
2,970,000
8,481,845
286%
Engagement:
  1. Better than expected    numbers of content views and web visits
  2. Over-performing social engagement by 771%
  3. Teleweb chats, inbound phone queries as    response mechanism
Banner  Clicks
9,730
12,112
124%
Web Visit
6,811
6,855
101%
Social Engagement
8,139
62,747
771%
Pipeline:    
  1. Net-new contacts    for nurturing  (Free trial signup /    Research report download)
  2. PLDG by partners to build pipe and drive demand.
Net      New Contacts
90
98
109%
Online Destinations for the Campaign
SAP.com SME section and  Landing Pages: Run  without Growing Pain | Run  without Guesswork
Business  Innovation and SCN Blogs – Destination pages for Content Marketing execution:  
We would like to thank our APJ colleagues Ching Choi Fun, Head, GPO Marketing, Wynthia  Goh, Director, Digital, Brand and Social, Travis Teo, Integrated  Media Manager, Global Integrated Media, Celeste Fong,  Brand  Experience Manager and our SEA Marketing colleagues, Yew Mei San, Head  of Marketing, Malaysia, Louise Ng, Senior Marketing Manager, GPO,  Malaysia, Anastasia Astriani, Head of Marketing, Indonesia, Rita  Wijayaningsih, Senior Marketing Manager, GPO, Indonesia, and Lynn Lim,  Head of Marketing, Singapore, for all the collaboration to get the campaign  successfully executed.
For more information, please visit the APJ Marketing Jam Group.

Esther Ho
Senior Marketing Manager, GPO
South East Asia            
Ng Xiao Xuan
Digital and Brand Experience Manager
South East Asia       
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Actual Screenshots
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Publication Display Ads
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