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Salesforce : bringing companies closer to their customers
Salesforce, the global leader in CRM solutions, partnered with Cosa to strengthen its presence in France through an innovative social media strategy. The goal: humanize the brand, engage audiences, and tailor its messaging to the specificities of each social network.
Building strong connections
Overview
Salesforce, an American technology company, offers cloud-based CRM solutions that help businesses enhance their customer experience. With an international community of 11 million Trailblazers, the brand is known for its values of innovation, trust, and equality. Seeking a localized strategy for France, Salesforce turned to Cosa to optimize its communication on Instagram, Twitter, and LinkedIn.
Context
Salesforce aimed to establish itself as a social brand in France by fostering engagement and strengthening its image among diverse audiences. The challenge was twofold: diversify content beyond events and adapt storytelling to each platform to better reflect its DNA as a connector. Cosa was tasked with developing a strong editorial line and harmonizing visual identity across social networks.
Briefly
Cosa supported Salesforce in implementing a tailored social media strategy combining educational content and viral posts. This collaboration significantly increased audience engagement on Instagram, Twitter, and LinkedIn while reinforcing the brand’s human and accessible image.
Results
x4,2
increase in engagement rate
x3,1
increase in organic reach
+34 %
growth in followers
x5,8
more views on stories on average
x1,9
more impressions per post
x4
more interactions per post
X
x2,1
increase in engagement rate
x2,7
increase in interactions
x3
increase in mentions
x2,3
more impressions
x3,7
increase in overall interactions (likes, comments, shares)
x4
increase in engagement rate
Solutions
Capitalizing on a strong signature and clear positioning
Cosa worked on the tagline “We bring companies and customers together” to reinforce the tone and editorial line of Salesforce’s social media posts. The goal was to reflect Salesforce’s DNA while adapting messaging to French cultural specificities.
Developing an editorial line tailored to each social network
Each platform was treated as a unique media channel with specific approaches:
- On Instagram, Cosa highlighted Trailblazers to inspire future decision-makers (ages 25–34). The account became a collection of testimonials proving that anyone can become a pioneer with Salesforce.
- On Twitter, the focus was on tech news and events to engage “Makers” (ages 25–44). The account evolved into a media hub making technology accessible.
- On LinkedIn, Cosa emphasized products and foundational values to reach business decision-makers (ages 35+). Content was designed to facilitate discovery of Salesforce solutions while sharing its commitments.
Diversifying formats to maintain audience interest
Cosa alternated between educational content (practical guides), viral posts (memes), and spontaneous content to avoid monotony. This dynamic approach captured attention across target audiences while boosting engagement.
Harmonizing visual identity across social networks
Cosa revamped the digital graphic charter by leveraging Salesforce’s proprietary colors. A distinctive visual universe was created to ensure consistency across Instagram, Twitter, and LinkedIn while enhancing the impact of posts.
“When we saw the engagement of Salesforce’s international community, we were excited to develop their social media strategy and produce content for them. We successfully implemented a strong editorial line tailored to each platform, which now positively impacts their organic statistics on Instagram, Twitter, and LinkedIn.”
Caroline Prudence & Olivia Lacoste
Head of Social Media & Influence, Head of Creative Content at Cosa
