Case Study

Global software supplier SAP positions a new product with Twitter targeting

Key results

The opportunity

S/4HANA is software company SAP’s next-generation business suite. The brand wanted to raise awareness of the suite amongst key business decision-makers in the Asia-Pacific region and position S/4HANA as the perfect solution to business complexity.

The strategy

Using “Run Simple” as its key message, the brand created case studies documenting real-world applications of the product, as well as thought leadership content on how companies can win in the digital economy. SAP Asia () used Promoted Tweets to display content tailored to each of its three main markets: Southeast Asia, India, and Australia/New Zealand. It used keyword, interest, and follower targeting to reach potential new customers and generate conversation about the new product.

Leverage a strong content calendar to attract new customers.

developed a strong library of content, including thought leadership, infographics, and case studies. The brand monitored the performance of organic Tweets and chose the best-performing ones to promote, ensuring that its most compelling content reached a wider audience, maximising the campaign’s effectiveness.

Customise content and targeting to engage your ideal audiences.

produced similar campaigns for each of the three regions targeted, but tailored its content and targeting options to best suit the tech B2B audience in each. The brand used a combination of keyword, interest, and follower targeting to reach its audience — follower targeting specifically included tech influencers such as and , in addition to other leading tech brands.

Track and attribute user engagement to focus on the entire customer journey.

measured and tracked user engagements to ensure that it wasn’t just watching “last click” statistics. The brand used Website Cards with the hashtag to provide measurable views and clicks, as well as directing users through to the company’s website to engage them further.

The success

The campaign achieved an average Cost Per Engagement (CPE) that outperformed Twitter benchmarks by 500%. Compared to an average month, gained 7.5 times Tweet engagement and a 280% increase in mentions of its during the campaign.

As many of our target audience move to social media to consume content, it’s important we shift our media mix into the social space as well. Twitter provides us with the reach and scale to engage with consumers, especially in markets like India, Australia, and Indonesia.

Rajesh Kumar (), APJ Head of Audience & Digital Marketing, SAP

Solutions used

Campaign analytics

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Audience targeting

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