Company: Insider, New York, NY
Company Description: Insider Inc. is the global media company behind Insider and an ever-growing family of brands. Our mission is to inform and inspire the digital generation and become the most influential journalism brand in the world. We reach an audience of more than 375 million users with our stories, which command attention and inspire action.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Software
 Nomination Title: Small Business Superheroes: SAP Concur solutions and Insider Studios
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
April 15, 2022
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 206 words used.
SAP is well known for its extensive array of software products and services, but it has the reputation of being designed only for large companies and much too costly for small and medium sized businesses (SMBs). But the company also offers a wide range of products and services specifically designed to help SMBs tackle various business and operational problems, including a solution that automates inefficient manual functions, such as expense processing and reporting. These and other unfulfilling and time-consuming tasks can take up to 50% of the workday.
To inform SMBs of the availability of SAP Concur, a data-driven SaaS solution that helps companies of all sizes radically improve their expense process, the company called on Insider Studios to develop a branded video targeting SMB decision-makers, many of whom are not technology experts. The goal of the campaign was to dispel the myth that SAP isn’t appropriate for SMBs by educating the target audience with information about SAP Concur being a great and affordable tool for their businesses.
SAP – which has a longstanding partnership with Insider — chose Insider Studios because the award-winning, in-house branded content studio has a proven track record of success in developing video stories that resonate with targeted audiences, including SMBs.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 249 words used.
Based on counsel from the Insider Studios team, SAP agreed that the best way to engage with and inform SMBs was through a short animated video placed on audience-relevant social channels, especially LinkedIn, Facebook and YouTube.
While SAP Concur is a technologically-advanced, cloud-based, SaaS solution, its users typically are SMB entrepreneurs or designates without the techno-savvy of IT staffers at larger enterprises. So, Insider Studies and SAP developed a high-level storyline and visual approach to simplistically emphasize the functionality and ease of use of the product without delving into IT lingo.
As part of planning, Insider Studios reviewed third-party research that unveiled the relevance of SAP Concur in today’s business environment. With the “Great Resignation” leaving many SMBs struggling to attract and retain talent, the team learned that employees desire interesting and engaging work. Thus, by implementing the automated SAP Concur solution, SMBs may capitalize on the fact that 81% of employees say they’d be willing to stay in their role if they could reduce time spent on unfulfilling, repetitive tasks (Zapier Report, 2021).
That informed the team’s decision to produce a compelling, three-minute video bringing to life how SAP Concur can supercharge SMB efficiencies and profits. Playing off the “supercharge” theme, the video centered on a “super employee” who evolves into a “superhero” by single handedly improving workplace productivity and job satisfaction, thanks to SAP Concur. By eliminating manual expense processing, the superhero shows how to spend more time on meaningful work that also vastly improves SMB efficiencies.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2021. Even if your initiative started before 2021, limit your response to activities and results since the beginning of 2021 only (up to 250 words):
Total 250 words used.
The SAP Concur “superhero” video achieved outstanding results, especially when compared with industry and Insider standards for video engagement. The Insider Studios publishing strategy — Facebook for exposure/awareness, YouTube for completions/retention, and LinkedIn for boosted social reactions — was a key factor in its success.
Launched in July 2022, the video has already greatly exceeded benchmarks in its first three months live — generating nearly 815,000 views across all platforms (YouTube, Facebook, and LinkedIn). That is well above the Insider Studios viewership guarantee of 500,000 views – and the campaign will continue to run through December 31, 2022.
Importantly, the video – which also prompted more than 1,000 social engagements – has also achieved high completion rates and average watch times, across YouTube and Facebook, as follows:
- YouTube: The completion rate of 34.49% is outperforming Insider's completion rate benchmark by 84%; and the average watch time is 38% above Insider’s benchmark.
- Facebook: The completion rate of 27.99% is outperforming Insider's completion rate benchmark by 600%; and the average watch time is 25% above Insider’s benchmark.
In addition, the SAP client has asked Insider Studios to translate the video – originally produced just in English – into other languages so that it can target SMBs who are potential SAP Concur customers in several other countries.
A senior client at SAP also shared that the video is frequently used at internal sales and marketing meetings across the globe, and is a cornerstone of SAP Concur marketing materials.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 15 words used.
https://youtu.be/7Mk5_Bmk3PI
https://www.linkedin.com/feed/update/urn:li:activity:6958126104624701440/
https://www.facebook.com/watch/?v=411060310847719
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