• SAP AUSDXR: Achieving a World-First in the Digital Era

The Challenge
With consumers engaging with brands through various channels – from in-store, online, and social media – SAP wanted to quantify the business impact of interactions conducted through digital platforms, and demonstrate how to improve associated services.

The Idea
The SAP Australian Digital Experience Report was a PR-led integrated campaign with marketing and sales, which ensured it aligned to all business priorities and engaged all audiences.

To begin, qualitative research – undertaken through consumer focus groups – provided insight around how consumers engage with brands on digital channels. Using the responses, a focused quantitative questionnaire was developed, where over 3,000 respondents ranked 7,000+ digital engagements from 34 large Australian brands across six industries.

The Results
The SAP Australian Digital Experience Report made a significant business impact locally.

The strong media relations campaign, supported by integrated marketing, raised awareness of the issues and enabled the sales teams to directly engage many of the brands ranked in the report and prospects. This generated sizeable new business leads, while accelerating existing pipeline. The digital whitepaper was downloaded 346 times in the first four months.

From a media perspective, 178 articles appeared – across titles including The Australian, Sydney Morning Herald, Sky Business News, and ZDNet – reaching more than 30 million unique monthly browsers.

SAP Infographic