Shawn Kanungo x SAP: A Case Study
About Shawn and SAP
About Shawn:
Innovation Strategist and Digital Content Creator
As a globally recognized innovation strategist and bestselling author, Shawn Kanungo works at the intersection of creativity, business, and technology. He spent 12 years at Deloitte working closely with leaders to help them better plan for the opportunities associated with disruptive innovation.
About SAP:
Leader in Enterprise Applications and Business AI
As a global leader in enterprise applications and business AI, SAP stands at the nexus of business and technology. For over 50 years, organizations have trusted SAP to bring out their best by uniting business-critical operations spanning finance, procurement, HR, supply chain, and customer experience.
Partnership Overview
The Spotlight Agency first collaborated with global communications firm Edelman Canada to bring together Shawn Kanungo and SAP in 2023. After a successful year-long collaboration, Shawn and SAP were both excited to continue the relationship into 2024. As SAP’s central influencer, the organization leaned on Shawn’s unparalleled expertise in Generative AI, his creative approach to digital content creation, and his LinkedIn network (with his high following, fantastic reach, and high engagement) to achieve the following objectives:
- Establish trust around SAP Concur Expense and Travel as the preferred solution for SMB (Small and Medium Business) owners
- Raise awareness around SAP Concur Expense and Travel with target audience
- Drive target audience to owned websites and platforms to learn more about expense management solutions.
Organic 2023 Post Results
2023 was the first year of Shawn Kanungo’s partnership with SAP. The campaign garnered:
- 26,182 Total Impressions
- 7.4K+ Total Views
- 400+ Total Engagements
Organic Results:
“Travel Hacks” Video
1.57% Engagement Rate
5K + Impressions
88 Total Engagements
Organic Results:
“Expense Management”
1.66% Engagement Rate
11K+ Impressions
199 Total Engagements
Shawn’s authentic story-telling, coupled with anecdotal evidence, has contributed to building trust within SAP’s key target community.
Organic 2024 Post Results
SAP were excited to build on their existing partnership with Shawn again in 2024. In total, the 2024 campaign was even more successful than the first:
- 81K+ Total Impressions
- 10K+ Total Views
- 350+ Total Engagements
Organic Results:
“Travel Vlog” Video
14K+ Impressions
4.6K Views
149 Total Engagements
Organic Results:
“Productivity Test” Video
14.3K+ Impressions
5.3K Views
93 Total Engagements
Shawn’s 2024 content garnered significant awareness around SAP Concur Solutions.
Additional Creative
In addition to his high-quality video content, Shawn wrote an article and created informative carousel cards that were also posted to his LinkedIn channel and contributed to the overall campaign results. You can see some of the creative below:
Shawn Kanungo x SAP: Impact
Shawn’s content for both 2023 and 2024 got a lot of positive reactions from his audience. You can see a sample of great LinkedIn engagement below:
Overall, both campaigns were an incredible success, and SAP has expressed their delight in working with Shawn. We can’t wait to see what’s next!
If you’re are interested in working on a B2B partnership with Shawn Kanungo, or any of our other incredible talent, contact us!
