Wow But How
Salesforce | Brand to Demand Campaign | 2022-2023
VP, Group Creative Director, Brand Center of Excellence
Explaining What Salesforce Does, In One Word
THE CHALLENGE
If Salesforce had a brand Achilles' heel, it was this: nobody outside the IT world knew what we actually did.
Frustrating? Hugely. Because the truth is, if you're a customer in the global economy, chances are you can't get through a day without one of your favorite companies using Salesforce to make your experience a little more seamless, a little more personal, a little more... wow.
THE SOLUTION
We built a campaign around that feeling. Wow but How spotlighted those everyday magic moments—like when your hotel room is set up just the way you like it, or your coffee shop knows your go-to order before you say a word. That “how’d they do that?” feeling? That’s Salesforce.
The campaign's internal title, Wow but How, became its message architecture. It started with the wow (TV, broadcast, social), then led you to the how (web, product storytelling, digital experience). It connected the emotional impact to the platform under the hood.
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It also ran side-by-side with Team Earth: while that campaign defined who we are, Wow but How explained what we do.
As leader of the Brand Center of Excellence, I directed both creative teams: our Brand Awareness crew handled the TV and broadcast work; the Customer 360 team extended the concept across web, social, events, and field. Together, we built one of our most integrated campaigns yet.
It became especially visible in our Formula 1 partnerships, where “WOW” appeared everywhere, from trackside signage to branded fan zones.
Results:
Served as the front door to Salesforce messaging at all Salesforce events
Created a consistent brand-to-demand journey across broadcast, digital, and experiential channels, from awareness to engagement
Established a clear, easy-to-understand explanation of Salesforce's value proposition for non-technical audiences