DocuSign believes that its eSignature tool has the potential to transform how automotive sales are done.
With successful projects for companies such as Ducatti under its belt, DocuSign wanted to communicate this potential to Volkswagen and the wider automotive industry. That’s where Atomic stepped in – they asked us to create a campaign that would position them as a must-have tool for automotive business digitalisation.
To get an in-depth understanding of DocuSign’s needs, we conducted interactive workshops with their account teams – gathering insights about their accounts and potential buyers.
We then overlaid those insights with industry and analysts’ reports, and conducted new research to unearth the key drivers in the automotive world. We also wanted to get a sense of what key decision-makers are saying, so we conducted a review of their social platforms.
Drawing on this insight, we developed a creative campaign based on the value proposition “Driving change in the automotive industry” intending to demonstrate how DocuSign can help manufacturers be more efficient and deliver a competitive advantage for their customers. For this, we created a suite of creative assets, including an eBook (our hero asset), social ads, and bespoke videos.
Our series of social and digital ads ran across LinkedIn, Xing, and Demandbase, featuring core campaign messaging around sustainability and ease of use. These ads drove customers to a campaign landing page with key contacts, use cases, innovations, and links to the hero eBook asset.
We also put together sales enablement tools for DocuSign’s sales teams including assets they could share such as infographics. This snackable form content was broken down by business functions – Finance, HR, Legal, and Sales – so that they could highlight specific benefits for each role, providing a granular approach to positioning eSignature as a must-have.
With the campaign launched and a whole range of new assets at their disposal, DocuSign is ready to put the pedal to the metal and go after this new vertical with a targeted, personalised approach.
