PHD Singapore’s “SAP: Finding Buried Treasure” case study has been shortlisted for Best Use of Data in the prestigious WARC Media Awards.
Challenged with sluggish growth, rising alternatives for enterprise solutions, and shorter key decision-maker lifespans in a category that tends to have long lead times, SAP worked with PHD Singapore to find a better way to spark growth.
SAP changed its strategy based on a simple human insight, that forced it to look internally at a buried treasure of high-value consumers in its databases, rather than looking for these same consumers externally. This simple but significant change to how SAP approached B2B marketing allowed it to tap into a semi-forgotten, but incredibly valuable, consumer set, and helped it spark growth that allowed it to hit its annual targets in just nine months.
The WARC Media Awards is a comprehensive global awards scheme to reward comms planning which has made a positive impact on business results. The case study competition will examine the insight, strategy and analytics that power effective media investment. Winners will be announced throughout January 2019.