ABOUT THE AGENCIES BEHIND THE WORK

Instrument is a technology-led brand, product, & marketing agency. Instrument uses the power of design and technology to help brands unlock their full potential.

Frontiers in Focus

Want to explore more of the frontiers of marketing? View more of our work on the cutting edge of AI and immersive brand experiences here. 

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How can a large global B2B enterprise strengthen its position in an international market while establishing trust and credibility as a local player? When Salesforce, a leading global CRM platform, set its sights on reaching mid-market companies in India, it called upon Instrument to help shift perceptions and demonstrate how Salesforce meets the diverse needs of Indian businesses of all sizes and stages of growth. 

To effectively reach mid-market businesses, Instrument crafted a made-for-India brand campaign rooted in the traditional Salesforce brand while tailoring it to the unique needs of the market.  The Instrument team used generative AI to streamline production and get market expert feedback before bringing ideas to life using real humans. The result? The campaign used a vibrant color palette, traditional patterns, and featured real Indian customers, making it relatable and allowing the target audience to easily identify with the brand. 

Our Approach to Transformation

To properly depict Salesforce’s brand identity while incorporating elements authentic to India, Instrument relied on generative AI as a creative partner. The tool allowed the team to create unique assets quickly and get feedback across time zones and from in-market experts. 

Instrument utilized generative AI tools such as Midjourney, Photoshop Beta and Topaz Lab’s Gigapixel to concept and visualize the final product before budget allocation — AI generated placeholder images, allowed the team to experiment with talent, poses, and styling ahead of the shoot. This approach also enabled faster feedback and approval from clients, making the most of their time with real talent. Instrument relied heavily on local market partners to provide a culturally informed lens, but AI-generated drafts gave clients real imagery to react and workshop with the team.  

Our Impact

The campaign beat industry benchmarks and drove an uptick in traffic to the campaign landing page and case studies. A closer look at the numbers: 

• 237 million campaign impressions 
• 758,000 clicks (2.5x industry benchmark) 
• +16ppt unaided awareness 
• +12ppt brand advertising recall 
• +10ppt brand attributes 
• +7ppt familiarity and favorability 

Wondering where to begin with AI implementation in your organization?

Email Beth Sidhu, Chief Brand and Communications Officer at Stagwell, to discuss how we can support your organization’s digital goals.