Although most people have likely heard of Salesforce and its larger-than-life CEO, Marc Benioff, the company says most people aren't sure what it exactly does.
“Over the last six months, we’ve done a lot of research to learn more about what the Salesforce brand means to people,” Stephanie Buscemi, CMO at Salesforce, says in a blog post, adding that “people still don’t understand well enough what we exactly do.”
The $130-billion company, which Kantar says is the fourth-fastest growing brand in the world, is acknowledging that fact through its first in-house, global ad campaign, with the tagline, “We bring companies and customers together.”
The effort debuted today at DMEXCO in Cologne, Germany and will be shown through out-of-home, print, digital, radio and social media. Salesforce says it also intends to create a TV commercial, adding that it's still being developed and won’t be shown until October.
The new ad campaign features simplified messages such as “We bring government and citizens together,” or “We bring manufacturers and customers together." The ads include regular people, as well as the company’s cute mascots—a cartoon-like depiction of Einstein and a bear that plays the ukulele.