Workday is adopting B2C marketing tactics, including humor and social media presence, to enhance audience engagement, seen in its 'Rock Star' campaign featuring well-known personalities.
Workday's CMO, Emma Chalwin, highlights the company's shift towards a more bold and differentiated approach, focusing on humor, fun, and a B2C tone of voice in marketing.
Despite evolving its marketing strategies, Workday maintains a consistent media buying approach, keeping its budget flat year over year, aiming for more impactful ad placements in a competitive market.
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