Owning AI in visual communication

Challenge

Canva is a renowned tool for consumers, creative individuals and teams, used by everyone from marketers to graphic designers to communicators.
But, to expand further into the enterprise market, the company needed awareness and buy-in from decision-makers across business lines.

To get Canva in front of this new audience, we had to: 

1. Build a new category that Canva would own

2. Bring their AI story to life

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Strategy

To prove business value and showcase the unique power of Canva’s AI-driven platform, we conceptualized a series of data reports that built on each other. The reports targeted a range of audiences, including mainstream and key vertical audience buyers such
as marketing, IT, and the C-suite.

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The content explores:

• How social media and visual content impact communications at work — and how businesses can benefit.
• The pressure many professionals feel to understand the intricacies of AI, and the impact of AI on team creativity, productivity, and outputs

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Impact

The first report, The Visual Economy Report, generated more than 500k unique visitors to canva.com in the first week and garnered coverage in various outlets, from Insider to Axios, in the first three months.

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The second, The AI Imposter Report, generated high-profile coverage in Fox Business, Employee Benefit News, and Yahoo! Finance.

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The third, The creAItivity Report, drove strategic trade media stories in Marketing Brew, Digiday, and ReWorked, to name a few.

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Buoyed by this success, we’re partnering with Canva to publish an ongoing cadence of data reports for IT leaders, Human Resources professionals, and another in partnership with the Harvard Business Review.