SAP: Finding a buried treasure

SAP, a technology company, grew its sales in Asia by changing its approach to customer acquisition.

Campaign details

Brand: SAPBrand owner: SAPLead agency: PHD SingaporeCountry: SingaporeIndustries: Information technologyMedia channels: Programmatic display, Social mediaBudget: Up to 500k

Executive summary

Challenged with sluggish growth, rising alternatives and shorter key decision-maker lifespans in a category that tends to have long lead times, SAP had to find a better way to spark growth.

This case illustrates how it changed strategy based on a simple insight and started to look internally rather than externally for new sources of growth. In doing so, it found a treasure trove of semi-forgotten,...

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