Whether its Chester Cheeto or the Geico Gecko, companies already lean on characters in many of their B2C relations but there’s little to none of the same characters when it comes to intra business advertising. However, Salesforce has changed that with Astro the meerkat, as they bring this traditionally client facing tool to B2B. Salesforce had low situational awareness and needed a new campaign to reach businesses, and Astro has more than delivered there. Since his inception Astro has almost doubled Salesforce’s brand metrics. Astro brings a likeable brand asset to the table and the same recognition that customers get from popular B2C critters. Finally, brand characters live on forever, long after a particular celeb partnership and is IP-controlled by the company. Characters are an invaluable and underutilized marketing tool in B2B marketing.
