How do you generate awareness for a brand that is defining its own category at the same time?
Coupa considers themselves the "Salesforce” of Business Spend Management. They are so respected in the market that Jim Cramer of Mad Money has dubbed them one of his "Cloud Prince" investments.
In fact it was Cramer who said "I did not know you until you went public. You guys are completely under the radar.” In that moment, we had to "fast track" the brand awareness campaign they wanted, without compromise to the brand position and strategic roadmap they needed.
The promotion of a "launch and learn" approach allowed us to fast track design and creative development, resulting in the launch of the first national broadcast campaign for both Coupa and Liquid Agency.