Oracle drives business development with campaign to revitalize ‘old school’ image

The team’s research around the best customer service experience drew positive press and bolstered its share of voice. Its efforts won first prize in the B2B Campaign category of Ragan’s PR Daily Awards.


The relationship between consumers and companies is rapidly changing, and Oracle’s “One Size Doesn’t Fit All” project set out to help companies provide the best customer experience for all of their consumers.

The team at Oracle created a research tool and surveyed more than 1,000 adults across the U.S. to learn what consumers of all ages love, hate, distrust, prefer or feel neutral about. This was evenly split among Gen Z, millennial, Gen X and baby boomer age groups. They partnered with Jeanne Bliss, a CX pioneer and customer-centric business practices expert, who leant credibility to the report and shared it across her channels.

The team then launched an integrated B2B communications campaign. Tactics for delivering the results and increasing awareness included pitches to trade and business outlets, publishing a press release, sharing thought-provoking statistics on social media, a published article on Forbes’ BrandVoice, and a series on SmarterCX.

As of Jan. 31, 2020, the report had received 826 downloads. Earned media efforts received coverage in 26 external publications. Social media posts garnered more than 5.5 million impressions. Email marketing strategy earned a 9% open rate.

Oracle’s delivery also positively affected its share of voice, drove business development and helped change Oracle’s image as an “old school” company to a more “edgy,” “hip” and “provocative” brand.

Congratulations to the Oracle team, including Shasta Dentone, Ann Smith, Molly Ambrogi Yanson, Simon Jones and Jacqueline Carter.

Learn more about Ragan’s and PR Daily’s current and upcoming awards programs here.


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