Qualtrics
The Qualtrics XM platform, set to launch in 2017, brought its various applications together in one system designed for experience management. The problem? Most people in 2017 didn’t know what experience management was. How could Qualtrics launch a groundbreaking iteration of its product while essentially creating a new software category?
Audience
Leaders and practitioners at large enterprises who used Qualtrics to gather data and insights on their markets.
Insights
A brand is a conversation.
Brands are co-created by companies and their stakeholders. Qualtrics helps companies understand what their stakeholders are feeling so they can create the best experiences possible.
Everyone wants to build a lasting brand.
Whether developing products, training leaders, or delivering customer experiences, all of Qualtrics’ customers are interested in creating brands that stand the test of time.
Strategy
Educate Qualtrics’ customers on the principles of experience management by showing how Qualtrics XM helps companies use audience insights to build lasting brands.
Single-minded Idea
Turn brands into religions.
Execution
To help Qualtrics’ customers understand the concept and benefits of experience management, we told a story that connected with values they already shared: building brands that leave lasting legacies.
Qualtrics helps companies grow by understanding customer and employee experiences. It was only natural to frame the story in the context of building leading brands. We developed a mantra, announcement video, and digital branding campaign built around a core message:
Turn customers into fanatics,
Products into obsessions,
Employees into ambassadors,
And brands into religions.
Results & Awards
The response was overwhelming. In the year after this product launch, Qualtrics was purchased by SAP for $8.2 billion — a historic acquisition for the state of Utah.
Qualtrics Experience Management Intro Video
As Qualtrics grew, it was imperative that we educate our audience on the principles of experience management and the value the platform brings in that endeavor. Balancing education with branding was extremely important, but I think we nailed it with the above video (which introduced the new Experience Management platform at the 2016 Qualtrics Insight Summit). Picture this video on the biggest screen you can imagine, playing (very loudly) in front of thousands of eager clients. It went over very well.
Qualtrics Experience Management Launch Content
To help educate our audience, we created digital ads that told the Qualtrics Experience Management story. These ads performed extremely well on Linkedin, and the copy went on to live in other parts of the Qualtrics brand.
Client Case Studies
Case studies were very helpful in showing how our clients use Qualtrics to manage their customers and employees experiences. I wrote the stories and scripts for these case studies, led interviews, and helped direct our video team to produce the final cuts.
