Vega Awards Canopus Winner Winner

2021

Up Next in Commerce

Entrant Company

Groove Jones

Category

Website - Business to Business

Client's Name

Salesforce

Country / Region

United States

Every day, online sellers of any industry must ask, “What’s next in commerce?” Even traditionally, in-person businesses are moving their physical stores to digital. The future is here. And e-commerce professionals live in it. This Salesforce Commerce Cloud awareness campaign exists to help businesses stay a step ahead. Ahead of expectations, of the competition, and of whatever comes next.

At Salesforce, events are a significant part of their marketing strategy. However, due to the pandemic, these events have gone digital. The Salesforce team wanted to encapsulate that magic and bring a spark of joy right to users’ homes or offices by creating a direct mail kit that appeals to the senses and emulates their event and brand feel, including an online and virtual reality experience.

The final result is an exciting and immersive experience that can be explored online via a desktop or laptop computer, a mobile phone, as well as through VR goggles.

This initiative repositioned Salesforce as a thought leader in e-commerce. Every phase of the campaign journey contains tactical, action-oriented content. You don’t have to be a customer to get value from these materials. Notable among its activations:

• A direct mail kit including a VR headset, gifts, customer stories, and product information

• An original VR experience (created by Groove Jones): an immersive digital “nature park” of multiple environments, original films, a self-assessment quiz, and customer interviews

• A guided digital experience on salesforce.com with tips, trends, and resources

• An “Up Next” Podcast series (reaching #1 in Business and Marketing on Apple Podcasts) created in partnership with mission.org

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