Instrument and Salesforce India

PROBLEM

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.  

SOLUTION

To reach mid-market businesses in India, Instrument developed a localized Salesforce brand campaign, blending the company’s traditional identity with market-specific elements. Using generative AI, the team streamlined production, gathered expert feedback, and refined concepts before bringing them to life with real people.  

The campaign featured vibrant colors, traditional patterns, and real Indian customers, ensuring authenticity and relatability. Generative AI tools like Midjourney, Photoshop Beta, and Topaz Lab’s Gigapixel helped create and test visuals before budget allocation, enabling experimentation with talent, poses, and styling. AI-generated drafts accelerated feedback and approvals, improving  time with real talent while incorporating insights from local market partners. 

RESULTS 

The campaign exceeded industry benchmarks, generating 237 million impressions and 758,000 clicks—2.5x the industry standard. It also drove a significant lift in brand metrics, including a 16-point increase in unaided awareness, a 12-point boost in advertising recall, and a 10-point rise in brand attribute recognition. Familiarity and favorability grew by 7 points, contributing to increased traffic to the campaign landing page and case studies. 

About Instrument: Instrument is a technology-led brand, product, & marketing agency. They use the power of design and technology to help brands unlock their full potential – bringing companies and customers closer together and driving lasting business impact.