Oracle CloudWorld is an interdisciplinary event and its goal was reaching decision-making executives.
Oracle is company that promotes innovation through the implementation of technologies for business’s simplification and automation. It offers a comprehensive and fully integrated cloud applications suite and technology services. Headquartered in Miami, Oracle Latin America has had presence in the region for over 30 years and hires locals for their offices in Argentina, Brazil, Chile, Colombia, Costa Rica, Mexico, Peru, Puerto Rico and Venezuela.
Back in July, the brand brought to Mexico one of its most important events, the Oracle CloudWorld. The conference consists on explaining to clients and business partners how cloud technology simplifies business running and which are the benefits of cloud computing for the company’s IT solutions.
Oracle needed to reach businesspeople and position the brand; it was challenging for it meant to expand its target beyond its regular core business audience.
Oracle CloudWorld is an interdisciplinary event and its goal was reaching decision-making executives not only from IT but also from other areas as Marketing, Sales, Customer Service, E-Commerce, Finance and Human Resources.
In this context, Oracle chose LinkedIn to promote the event and to pursue its biggest challenge: make its clients’ business more efficient at the lowest possible cost.
Oracle selected the Sponsored InMail format to invite professionals from different areas to the Oracle CloudWorld event to be held in Mexico City on July 9th. The message was intended for Marketing, Sales, Services, Finance, Operations, Human Resources and IT professionals. A segmentation based on ‘Job function’ and ‘Location’ was placed, reaching the intended target limited to Mexico.
InMail helped delivering the message; encouraged users to learn more about how the Cloud would impact in their future business and invited them to register for free to the event with a clear and simple call-to-action.
Key to Success
CHOICE OF SPONSORED INMAIL FORMAT
Sponsored InMail format allows brands to reach the audience directly in their inbox. These messages enable companies to offer detailed and lengthier information and elaborate on the matter subject, while allowing different actions with the addition of appropriate CTAs. Oracle leveraged them to invite professionals to register to the event and to provide detailed info about it.
Sponsored InMail allows the addition of a call-to-action to emphasize the message and assuring the target audience interaction. Oracle added a call-to-action “Regístrate sin costo hoy” (Register today for free).
PROPER AUDIENCE SEGMENTATION
To properly segment the users, LinkedIn takes into account the content they search for, the content they share, their job experience, their area of expertise, their education, and any activity the user does to define its browsing experience and optimizing their network visit. Based on their intended audience, Oracle targeted Marketing, Sales, Services, Finance, Operations, Human Resources and IT Executives.
“The number of attendees with business profile to the Oracle CloudWorld event exceeded our expectations and helped us positioning our brand in front of a new audience each day more involved in making decisions regarding technology. LinkedIn was fundamental to reach that audience and achieve our goal.”
Luz María Murguía Martínez
Marketing Director – Oracle Mexico