In a country as huge as Canada, businesses can face multiple limitations when it comes to growth and innovation, including geographic, economic, and personal barriers. To demonstrate how their technology can help create opportunities to help overcome these challenges, we worked with Salesforce to create a program called Growing in Canada.

This research-driven, integrated brand and thought-leadership marcomm program came to life with the creation of a custom mobile greenhouse which we took on a cross-country tour.

Our greenhouse inserted Salesforce into trade and businesses conferences we knew prospective and existing customers would attend, allowing brand experts to educate guests about the role of Salesforce technology in stimulating business growth at every stage of their business journey. Live plants at different stages of the growth cycle within the greenhouse created easy-to-digest visuals and helped our experts spark conversations with business leaders.

We supported the activation with a research report, landing page, executive profiling, a robust media relations campaign, and a social media/influencer campaign – all designed to drive awareness and lead gen.

Growing in Canada became Salesforce's first truly integrated campaign in Canada, strategically connecting activities through the funnel. It became the rallying cry that echoed throughout the entire organization, from awareness and education efforts to demand generation, and through to sales conversations.