Cannes Lions

Trailblazer Series

SALESFORCE, San Francisco / SALESFORCE / 2022

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Overview

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Credits

Overview

Background

The world of work is in a state of flux. Traditional jobs are being replaced by new ones in the technology sector. Coupled with a lack of diversity in the industry, many people feel they are being left behind.

This is a documentary series about hope, community, and black representation in the tech industry.

Trailblazer follows 5 black professionals paving the way for others like them to find successful and meaningful careers in the world of code and computers.

This documentary series aims to show that there's a place in the technology ecosystem for everyone no matter their background.

Idea

We highlight 5 black professionals who have built successful careers in tech.

They are part of a large and vibrant community of technologists committed to making the industry more diverse and inclusive.

Strategy

Salesforce is one of the largest software companies in the world. It has built an economy which will create 9.3 million jobs and $1.6 Trillion in new business revenues by 2026.

The documentary series' focus on Black Representation isn't typical corporate virtue signaling.

To meet its ambitious goals Salesforce must pull as many individuals into its ecosystem as possible. Representation from underrepresented communities is critical for it to be successful.

Execution

The series represents a vast collaboration across a 75,000 person organization.

Planning, production, and post-production spanned 10 months.

The series debuted on Salesforce+ in January 2022 to great fanfare.

Outcome

This series is the top performing content on our new streaming service, Salesforce+. We have had more than 192k video loads since the series launch. There have been 15.5M impressions on social and 91M video views across LinkedIn, Twitter and Display.

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