By showing them something new and meaningful in a captivating, creative way. Bluewolf needed to gather data about how business users engage with Salesforce. From there, we started a natural conversation, introducing capabilities and connecting them to specific offerings. To redefine what Bluewolf could do for users, we had to understand who those people were and help them reimagine what type of Salesforce user they could be.
How do you reach out and connect with your audience in a crowded sea of competitors?
CLIENT
IBM Bluewolf
OFFICE
Austin, Texas
TYPE
Assessment and Event Activation
ROLES
ACD: Caroline Schaffer
Art Director (UX/UI): Nathalia Silva
Motion Graphics: Nathlia Silva and Eric Wilson
IA: Rusty Boyer
Find Bluewolf. Find Yourself.
Inspired by the adventurous, guiding spirit of the Bluewolf brand, persona types were developed. Mobilizer, Visionary, Pathfinder — each persona was given a title and description that matched user personality types, experiences and goals. These new “selves” formed the basis of the experience’s results, which included tailored Bluewolf training courses designed to help people build on their skills, achieve unique goals and be more productive. Also included was a 2020 State of Salesforce Report that provided an in-depth look at how the tool is evolving.
The Approach
Crafting an enlightening experience.
First of all, don’t call it an assessment. Assessments are boring late-funnel lead-gen tools that feel like a chore. This is different. This is more. This is an experience.Our goal was to bring the Bluewolf brand to life in a hands-on digital experience during the annual Dreamforce conference. The constant drumbeat of the experience echoes the always-on, always-thinking nature of Bluewolf AI capabilities. The attendees’ responses painted a clear portrait of their Salesforce experience.New year, new you.
The Experience
A hands-on, self-driven analysis with purpose. Here we are, the main event: Dreamforce
Dreamforce is Bluewolf’s marquee annual event, drawing thousands of attendees primed to engage in presentations, get hands-on with solutions and have face-to-face conversations about AI strategy and capabilities with representatives in real time
Differentiating the Bluewolf brand in this scenario was accomplished by inspiring interaction with kinetic energy and a big, bold, provocative creative approach
Once in the experience, visitors took control, moving from question to question, toggling to adjust answers or restarting to explore other outcomes
