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Workday’s CMO on why humour is a ‘real differentiator’ in B2B
After seeing consideration and awareness increase “considerably”, Workday is following up last year’s ‘Rock Star’ Super Bowl ad with another emotionally driven execution starring Travis Barker and Gwen Stefani.
Workday, the cloud-based accounting and HR platform, has been on a mission to break from the traditional, functional approach to marketing many B2B brands have historically opted for in order to cut through an increasingly crowded market.
This shift in focus away from rational product messaging to humour-filled emotionally driven advertising has helped the business ramp up consideration considerably, according to its CMO Emma Chalwin.
