Workday is a leading provider of enterprise cloud applications for finance, human resources and planning, helping customers adapt in a changing world. Workday was founded in California and has rapidly grown into a business providing a go to software subscription service for businesses globally.
In Europe, Workday have faced key challenges to sustain awareness and growth of the brand. With a predominantly media focused marketing strategy, Workday needed to position themselves as a leader that is tuned-in to the needs of their target audience (C-Suites), helping them to action tech innovation.
These challenges were:
- Limited awareness of Workday service offering
- Outspent 9 to 1 by competitors in a crowded marketplace
- Due to a soon-to-be cookieless media environment, Workday needed more contextual relevance to land messages
Through a strategic and insight led process, Workday identified sponsorship as a route to supercharge the brands marketing push and identified that Formula 1 (F1) was a partnership platform that could address Workday’s challenges. Added to this, F1 provided the reach and scale required to cut though to our C-Suite audience. F1 has 37.4 million C-Suites in Workday’s key markets, making F1 rank higher than any other property to engage with this audience.
Bringing the partnership to life through multiple marketing channels and driving contextual brand messages to a highly engaged F1 fanbase, Workday delivered its most successful European marketing campaign to date.
Our ground-breaking partnership has delivered exceptional commercial growth and shown how together we can drive a changing world.