Case Study: SAP achieves digital transformation through influencer marketing with Traackr's platform

How SAP Drives Digital Transformation with Influencer Marketing

Traackr’s case study profiles how SAP transformed its marketing by scaling influencer programs to support digital transformation. SAP started with a brand‑centric approach that lacked focused influencer engagement, scale, measurement, executive buy‑in and cross‑team processes—limiting the program’s visibility and impact.

SAP addressed this by winning executive support, creating internal change agents, running visible pilot projects, and enforcing interdepartmental collaboration, alongside pragmatic tips (target relevance, balanced budgets, start small, listen, measure). Early pilots—11 influencers at SAPPHIRE NOW and a viral IoT launch—generated measurable impact (11 influencers produced 17% of event chatter and a trending hashtag), proving the model and enabling a scaled, measurable influencer strategy.

SAP

Jim Dever

Vice President, Audience Marketing