ServiceNow

Coordinated Global Strategy Delivers Rapid Results for ServiceNow

Agencies: Brands2Life, Fink & Fuchs Public Relations AG, Horn

Situation

The creators of SaaS for IT, ServiceNow engaged Oriella to raise its brand awareness leading up to a critical liquidity event. The team, however, faced several distinct challenges:

International Integration. ServiceNow needed a global PR program that would establish it as a market leader and deliver local results across North America, Europe and Australia.
Unfamiliar Territory. ServiceNow was brand new to many of the markets it was targeting including Germany, the United Kingdom and Australia.
An Accelerated Timeframe. Looming events meant ramp-up was reduced to just two weeks, mandating quick results.

Action

The Oriella team responded with a quick-to-market strategy designed to make a bold entrance in multiple markets, simultaneously:

Infrastructure. The team started by developing a comprehensive set of systems to track key metrics and centralize account management. Most notably, the team created a custom reporting dashboard that organized and delivered global campaign statistics to ServiceNow in real-time.
Content. Messaging was reduced into three core concepts, structured specifically to compellingly communicate the ServiceNow story and attract potential investors.
High-level coverage. The team focused solely on reaching top media in order to garner bigger hits in minimal time.

Results

Oriella’s efforts rapidly increased brand awareness for ServiceNow in all targeted global markets. Key results included:

Recognition by Forbes as the 9th Most Promising Company in America
Coverage across all top-tier target media, including influential reporters in the US, UK and Germany.
30+ in-person briefings with top journalists at a high-profile event just two weeks after campaign launch.

The team was able to go beyond media coverage to secure needed visibility in key consumer and financial sectors – vital as ServiceNow continued to prepare for a liquidity event.

Quote:

“Oriella’s integrated strategies helped solidly position ServiceNow on the global stage. The team’s ability to work quickly and leverage on-the-ground expertise to deliver local results in multiple markets was especially instrumental in delivering valuable brand awareness.”