Salesforce Social-First Creative

The first set of assets are the essential templates that the Social Practicioners at Salesforce need to start promoting the event and its various activations. These templates needed to be scalable and easily localized since it will be used by over a 100 Social Practioners worldwide. These were designed in Figma and all the individual pieces were exported out in order to convert them into Brand Templates in Canva. On top of that, I also provided the practitioners with a folder of Dreamforce assets such as the balloons, line art, landscape illustrations, characters, and event photography in order for them to have fun with it and change up the template to their liking. Although customizable, most of the template is locked in order to keep the consistency and also to protect the brand language.

To increase drive and awareness for Dreamforce, all core Salesforce social channels change their cover images.

The general templates are typically used for lower tier speaker promos and for Dreamforce, we want to put a spotlight on our Luminaries, our VIP speakers. Here are the revisions that I went through creating the base look & feel for the Luminary Speaker assets:

I started out with a concept that tied in closer with the rest of the templates but I received feedback to push it further away and make it even more thumb-stopping. I went with a full image fill of the speaker and added the grid/cube assets to attach the event branding.

With the look & feel established for the Luminary Speakers, I went ahead and created the posts. Here is a small selection of the posts: 

There was an ask to promote multiple speakers on Salesforce’s Instagram stories. I suggested that we inject some fun into them and have an animated intro. 

With every Dreamforce, there’s a Dreamfest. It’s a charity concert benefiting the UCSF Benioff Children’s Hospitals. For this year, the initial headliner was Elton John. The request came in for the promo and the brief was fairly open ended, only requirements were to steer away from the general look & feel of Dreamforce in order to differentiate it from the rest of the posts, not to use any of Elton John’s music, and only use the pre-approved talent images. This is what I created after 10 rounds of revisions using the provided talent images, previous Dreamfest footage, and a few animation tricks: 

After the initial promo of Dreamfest, Elton John cancelled the concert and the events team had to get a different headliner. Due to the short timeline, the request for this asset was just to leave it static and to keep it plain and simple for a quick turnaround. A curveball was thrown during design and another headliner was added. Initially they were just a “special guest” but at the end, both of the musician’s teams wanted equal visibility. 

With all of Saleforce’s major events, we use Tagboard, it’s a social activation that shows up throughout the campground and on the livestreams. The way it works is that it showcases all social posts on X using the hashtag #DF24 and also from QR submissions. In previous events, we had a small graphic on the top left and the hashtag in the middle but we amped it up for Dreamforce. I created a background image and also a floating CTA for the app.