Salesforce x Gan.AI: Engaging Trailhead Learners at Scale

The Customer

Salesforce, a global leader in customer relationship management (CRM), is renowned for its innovative solutions and commitment to empowering individuals and businesses to achieve success. Among its many initiatives, Salesforce Trailhead stands out as an engaging, gamified platform designed to help learners acquire skills in Salesforce and beyond. Trailhead’s inclusive approach to education makes learning accessible and enjoyable for users worldwide.

Website: Salesforce Trailhead
Industry: Technology & Education

The Campaign

Salesforce leveraged Studio by Gan.AI to enhance their Trailhead program with personalized video campaigns. These campaigns aimed to motivate and recognize participants’ achievements on their journey to becoming Salesforce Rangers, the highest rank within Trailhead. The initiative included two primary video campaigns:

1. Ranger Call to Action: Encouraging participants to achieve Ranger status by outlining their current progress and actionable steps.
   
   
2. Ranger Congrats: Celebrating individuals who successfully achieved Ranger status with a personalized message.

Additionally, each video was accompanied by a customized landing page featuring the Salesforce logo and a personalized message tailored to the recipient.

Challenge

Salesforce sought to:

1. Scale Personalization: Deliver personalized and engaging messages to thousands of Trailhead participants without compromising quality.
   
   
2. Drive Engagement: Motivate users to achieve Ranger status by reinforcing the importance of the milestone with actionable insights.
   
   
3. Celebrate Success: Recognize and reward participants’ achievements in a meaningful and memorable way to maintain motivation.

The primary challenge was to achieve this level of personalization at scale, ensuring each user felt valued and recognized.

Solution

Using Studio by Gan.AI, Salesforce created highly personalized videos at scale, ensuring each participant received a message tailored to their progress and achievements.

Personalization Strategy

Ranger Call to Action Campaign

• Variables: Name, current rank, and points.
  
  
• Message Highlights: Participants were informed of their current rank and points, with clear steps to achieve Ranger status. They were encouraged to utilize Trailhead’s extensive resources and join the “Road to Ranger” Slack channel for support.
  
  
• Example Script:
  “Hi Clara, as of January 23rd, you currently hold Adventurer rank with 9,500 points. To achieve Ranger status, you need 100 badges and 50,000 points. With the resources available, you still have time to reach this goal before the month ends. Let’s make it happen!”

Ranger Congrats Campaign

• Variables: Name.
  
  
• Message Highlights: Recipients were congratulated on achieving Ranger status and encouraged to continue their learning journey, potentially aiming for multi-Ranger status.
  
  
• Example Script:
  “Hi Neil, doesn’t it feel great to be called a Ranger? Thank you for achieving our corporate goal of becoming a Ranger. Keep exploring new trails and enriching your knowledge—you might even become a double Ranger!”

Customized Landing Pages

Each video was paired with a personalized landing page featuring:

- The Salesforce logo.

- A tailored message such as: “Congratulations on becoming a Ranger, Neil! ↓ Please watch the video below ↓”

Execution

Using Studio by Gan.AI’s platform, Salesforce generated a total of 9,296 unique personalized videos:

• 3,333 videos for the Ranger Call to Action campaign.
• 5,963 videos for the Ranger Congrats campaign.

The videos were distributed through email, ensuring timely and convenient delivery to recipients.

Results

Enhanced Engagement:

Ranger Call to Action Campaign:

- Average watch time: 51 seconds out of 64 seconds (≈ 79.69%).

Ranger Congrats Campaign:

- Average watch time: 32 seconds out of 38 seconds (≈ 84.21%).

- Click-through rate: 14.79%.

- Video completion rate: 11.4%.‍

Scalable Personalization:

Studio by Gan.AI enabled Salesforce to deliver high-quality, personalized messages to thousands of users efficiently and effectively.

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