Company: Approva Corp.
Years in current job: 6
Michael Evans, VP-marketing at Approva Corp., a provider of financial and audit automation software, was into content marketing back when it was “viral marketing.” Approva had a huge success in 2007 with its playful “I Love a Good Audit” campaign, which featured a comic video of a CPA singing happy birthday to Sarbanes-Oxley on the legislation's fifth birthday.
That video went viral and received accolades from, among others, digital marketing guru David Meerman Scott. Not only that, the video and overall campaign helped Approva sell a lot of software. In the more than three years since the company introduced the campaign, Approva's revenue has more than doubled and its website traffic is up about 90%, Evans said.
Approva, which competes against software behemoths Oracle and SAP, followed up “I Love a Good Audit” late last year with another, digitally focused effort that featured a dose of humor. The “Control Freak” campaign focused on Approva's ability to deliver what its customers in the accounting department most crave: control.
With the campaign, Approva launched Onetropolis a website featuring a virtual city of the same name, a place made idyllic by “continuous controls monitoring.” This site features videos that show how pleasant an audit can be when “control freaks are running the show.”