B2B CASE STUDY // SAP
Serving multiple brands with a single SAP customer success story
The challenge
Even solo athletes have a team behind them. When Alex de Minaur joined SAP’s roster of sports ambassadors, the global leader in enterprise software saw a chance to show how its cloud ERP solutions also support the tennis star’s other sponsors.
All parties involved were game to stand up a website for promoting the partnerships, and with the tennis season in full swing, the SAP team wanted to act fast. But they hadn’t yet built a template for telling an athlete’s story alongside multiple brand narratives. And due to tight timelines, messaging about the SAP solutions used by Alex’s other sponsors likely wouldn’t be confirmed in time for launch.
Approach
Showcasing Alex’s journey alongside each sponsor’s role in his success would be a win. But for the landing page to be relevant, it needed to serve the audience first. Tennis fans would find the page while searching for Alex, so leading out with long-winded copy about his sponsors would be an unforced error.
With messaging still up in the air, I looked for ways to string together each brand’s overall messaging without the copy coming across like a backhanded sales pitch. I then worked with an SAP senior UX designer to slot approved copy into existing web components while helping design a custom module to tell the rest of the story.
Results
A quick-hitting landing page that showcases an athlete, honors multiple brand voices, and solidifies the connection to each other’s success. The hero module puts Alex and SAP in the same breath, setting up a video and copy to bring Wilson into the conversation.
A short bio of “The Demon” gives tennis fans what they’re expecting to see, while tennis lingo and benefit-driven solution messaging shows what each brand brings to the court.
DELIVERABLE
