Case Studies
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Amazon newsjacking

The challenge

SAP Customer Experience (CX) wanted to highlight the importance of providing a positive digital experience. This was increasingly important for local brands in the face of stiff competition from major international players entering the Australian market.

The insight

Amazon’s highly anticipated launch into the Australian market provided the perfect opportunity to inject SAP’s voice into this high-profile industry conversation.

The strategy

We positioned SAP CX as an industry expert offering tips to the local retail sector. Our strategy took advantage of the widespread Amazon coverage to steer attention towards the SAP CX brand and reaffirm its position as an industry thought leader. The team worked with SAP CX to draft a statement emphasising the importance of delivering strong customer experiences and meet basic expectations as Amazon’s arrival forces the entire retail industry to lift its game. The response weaved in key insights from SAP’s Consumer Propensity Study 2018, noting Australian consumers want businesses to focus on getting the simple elements of online retailing right, regardless of size. The commentary was then disseminated to key media with an invitation to interview.

The impact

An SAP Australia and New Zealand CX executive became one of the key commentators on Amazon’s Australian launch, speaking to the opportunities for local businesses to differentiate and meet evolving customer demands in response to the new threat posed by Amazon. The proactive efforts of the team resulted in more than 40 pieces of earned media coverage across tier-one print, broadcast and key retail trade publications. Through this outreach we secured an exclusive interview with the Australian Associated Press which drove widespread coverage of SAP’s comments across mainstream media. The distribution of this reactive commentary also resulted in a broadcast interview on Sky News. The content was reamplified across LinkedIn and developed into internal marketing material for sales enablement.