New Content Format: Transforming Customer Stories with a Journalistic Style

Over the past few months, I’ve been immersed in a challenging project: developing a digital content format that recreates the dynamics of a TV show. My goal was to transform the way messages are positioned by adding expert insights and customer perspectives on global challenges.

Marcelo Fernandes

11/11/20202 min read

Over the past few months, I’ve been immersed in a challenging project: developing a digital content format that recreates the dynamics of a TV show. My goal was to transform the way messages are positioned by adding expert insights and customer perspectives on global challenges and their implications for supply chains. This approach allowed us to tell the stories of the Ariba and Fieldglass portfolio in a contextualized way, making them more engaging and relevant.

The Journey of Creation

The initial idea was to broadcast the event live, but due to technical problems, we had to record it and make it available later. Even so, the result was gratifying: 327 participants were present on the day of the event, and the recorded video has already reached 453 views.

The format inspired by television productions provided a dynamic platform to connect experts and clients. Through discussion panels, news highlights on the screen and dynamic edits, we created a unique language that overcame the limitations of a traditional PowerPoint webinar.

Event Highlights

Among the participants, we had valuable contributions from:

President of SAP Brazil , with a welcome message.
Professor of Economics and CNN commentator , discussing the new global scenario and Brazil's role in it.
Representatives from Natura and iFood , sharing challenges and how technology has been a crucial ally.
VP of Sales , presenting the vision of our solutions.
Educational Director at Live University , bringing insights into the supply chain.

Despite the duration of 1h40min, the feedback received was that "time flew by", thanks to the high level of the participants and the relevance of the discussions.

Promotion and Reach

After the event, we promote the content in several ways:

Thank you email.
Shares on social media, reaching 1788 views.
Disclosure on SAP proprietary channels and direct delivery to registered users.

This strategy not only expanded the reach of the event, but also strengthened our digital presence through local SEO and inbound marketing.

Lessons Learned

Attention to detail : The more robust the message, the more impact it generates.
Prior alignment : A clear script that was well aligned with participants ensured cohesion in the messages.
Live streaming is risky : Technical issues can compromise the success of the event.
On-demand content works : Even longer content is consumed in parts, according to interest.
Professional production matters : A dynamic, high-quality visual concept keeps the audience's attention.

The Future

This format is just the beginning of a larger project. I’m excited about the next steps, which include discussions on relevant topics, such as outsourced workforce management, and new content that will continue to drive our digital impact.