THE SHAUNA WU PROJECT
PORTFOLIO
MCLAREN FORMULA ONE RACING PARTNERSHIP ACTIVATION
April 2022
“Smartsheet has revolutionised how we do business, and now they are doing the same with how they are activating their sponsorship; its leading edge for Formula 1,” said Zak Brown, CEO of McLaren Racing.
The Challenge
As the market leader in an emerging software category, Smartsheet wanted to place clear brand differentiation between themselves and emerging upstarts. They viewed their new sponsorship of the McLaren Formula One (F1) Team as the perfect opportunity to do just that—on an international scale.
But on a race car crowded with logos, how is a brand supposed to stand out? How could Smartsheet use their sponsorship to boldly convey what they stand for—beyond a simple brand impression?
The Solution
Smartsheet flipped the idea of an F1 sponsorship on its head when they created Sponsor X, and removed their logo from the McLaren F1 cars, replacing them with those of a nonprofit.
At the Australian Grand Prix, they swapped in DeadlyScience who provides STEM resources and educational materials to remote Indigenous schools in Australia.
At the U.S. Grand Prix, it was The Hidden Genius Project that received placement on the McLaren cars. Their mission is to train and mentor Black male youth in technology creation, entrepreneurship, and leadership skills to transform their lives and communities.
The impact of Sponsor X was profound. Rather than simply attempting to break through the clutter and tell the world what they stand for, Smartsheet proved it.
But Smartsheet didn’t stop with the logo. While other sponsors would have created content about their own product to be featured in McLaren media channels, Smartsheet produced short films about each nonprofit that appeared in their place—raising broad awareness of their amazing work.
Sponsor X proves that sometimes the best way to show the world what you stand for is to shine a light on someone else.
Results
Combined financial and media value of $4.2M
Sponsor X drove more conversations and engagement across social than ClickUp and monday.com Super Bowl ads
McLaren provided 9M impressions and 64K engagements across all social media channels
Earned Media: 51 placements, 675M reach and 99% positive sentiment
Highlights across earned and social: +608% lift in engagement, +2851% lift in owned engagement
Social media reach: 14.2M, across 2K mentions and 74K engagements
#1 mentioned McLaren sponsor on social media at the AUS GP
Awards Won
Sponsorship Mastery Summit Awards - Won
Addys (American Advertising Awards) – Best in Show, Gold in 5 categories
SABRE Awards APAC - Finalist in 2 categories
Anthem Awards - Won a Silver and a Bronze in Education, Art & Culture Partnership or Collaboration categories
Digiday Greater Good Awards - Shortlisted
Shorty Impact Awards - Overall Winner in Nonprofit Partnership category; Silver Winner and Audience Honor Winner in Education category
The Drum Social Purpose Awards - Highly Commended Winner (2nd place) in Best Brand/Charity Collaboration
PRNews Social Impact Awards - Honorable Mention in 2 categories; Social Good/Responsibility Campaign and Cause Branding Campaign
SABRE Awards North America - Finalist in Multi-Market category
PRWeek Global Awards - Shortlisted in Non-Profit category
Shorty Awards - Finalist in Social Good Campaign
Gartner Marketing & Communications Awards - Finalist for Excellence in Social Impact
ANA B2 Awards - Finalist in Sponsorship Program category
The Drum Awards for Marketing - Shortlisted in Social Purpose category
THE SEATTLE KRAKEN & CLIMATE PLEDGE ARENA PARTNERSHIP ACTIVATION
MAY 2021
Launched multi year partner sponsorship with the Seattle Kraken and Climate Pledge Arena
Overview: The strategic five-year partnership recognizes both organization’s shared values in changing the way the world works and plays.
In addition to the presenting partnership agreement, Climate Pledge Arena and the Seattle Kraken continue to grow their investment in Smartsheet as a technology platform to power their strategic initiatives. With Smartsheet, both organizations will build world-class work management solutions to keep their teams organized, accountable and empowered on one dynamic, secure platform.
As a rapidly growing professional sports and entertainment startup, requirements like flexibility and customization across complex workflows, a simple interface with a low learning curve, and enterprise-grade security were critical when evaluating options for a work management solution. Smartsheet’s powerful, intuitive platform and document asset management capabilities via Brandfolder, met these needs at every level.
Climate Pledge Arena, Seattle Kraken, and Kraken training center teams are already seeing positive impact from consolidating their collaborative work management investment onto one platform with Smartsheet. For example, they are:
Achieving efficiencies with enterprise-wide planning and calendaring across all three organizations, providing critical transparency and accountability for achieving strategic goals.
Increasing agility and time savings with a comprehensive marketing solution that empowers Climate Pledge Arena to plan all arena events, create and manage thousands of assets, and communicate seamlessly with both internal and external stakeholders.
Creating exceptional customer experience through transparency and visibility into game day planning and preparation details--from bespoke mascot selection to in game activations--ensuring that every fan has an exceptional experience at every game.
SPECIAL OLYMPICS INTERNATIONAL PARTNERSHIP
MAY 2021
Launched multi year sponsorship with Special Olympics International
Today, more than 80 percent of SOI teams use Smartsheet to manage their work and plan events. Since implementing Smartsheet, SOI improved collaboration and transparency across departments and teams, helping reduce duplicative processes and creating significant time savings. For example, multiple teams saved approximately 45 hours a month by combining siloed project workstreams in Smartsheet.
“With Smartsheet, we have become more transparent and innovative with our work and how we collaborate with our teams,” said Laura Jones, Director, Project Management, SOI. “The transparent project information we capture from dashboards and reports provides leaders and stakeholders with visibility into projects and creates opportunities to make a long-term impact, ultimately benefiting the athletes and their journey.”
Special Olympics athletes also gain value from Smartsheet, using the platform to communicate with other members and plan events of their own. Smartsheet serves as a valuable tool for athletes who are part of Special Olympics’ leadership programs and need a way to manage their projects skillfully.
“Smartsheet is a very helpful tool for Special Olympics Inc.,” said Caitlin Baran, Special Olympics Athlete Leader and Athlete Leadership Coordinator, Organizational Excellence Team. “As an organization, transparency is crucial. Smartsheet allows us to keep records and track so that we can be as transparent as possible.”
SMARTSHEET CORPORATE EVENTS
April 2017 - April 2021
Founding member of Smartsheet's corporate events team, driving strategy and execution for our inaugural customer conference, ENGAGE, and third party sponsored events
Grew annual customer conference 50% YoY, starting with 1,000 attendees to 5,000 attendees.
Growth of attending accounts was 2x lift in ARR averaging over the 30/60/90 post event day mark.
Drove sponsorship strategy for our global conference, enlisting our integration partners to sponsor such as DocuSign, AWS, Microsoft, Salesforce, Google
Built Smartsheet Executive Briefing Center experience, averaging 150 briefings per year
Led planning and execution for third party event strategy such as Gartner, Google, Microsoft, Salesforce, Slack. Built AR and FedGov event strategy from the ground up.
MICROSOFT IN EDUCATION
April 2015 - April 2017
Team: Microsoft US Central Marketing Organization, Microsoft US Education Marketing
Role: Lead Event Marketing & Project Manager
Program Overview: Microsoft in Education participates in eight third party organized US based education conferences within each calendar year as a valuable sponsor and partner: MassCUE, EDUCAUSE, NYSCATE, FETC, TCEA, CUE, NCCE and ISTE. Each conference attendance ranges from 5,000-16,000 technology using K-12 educators, higher ed educators and IT faculty.
Objectives: Empower every student and educator to achieve more by delivering the One Microsoft vision that provides unique customer value proposition through best in class training and professional development. Train educators with educator lead and content rich Microsoft Classroom sessions. Certify educators onsite for Microsoft Product offerings. Increase social media engagement with gamification and an Educator Scavenger Hunt. Increase net new contacts year over year. Drive Office 365 Education Tenant Activations. Create a customer journey showcasing new and affordable Windows 10 student devices.
Audience Experience: Each conference will boast (4+) Pre-Conference Trainer Academy Offerings, (40+) 30 minute in booth lightning round sessions, (20+) 60 minute concurrent sessions, Free Microsoft Certifications, (4+) Bring Your Own Device Workshop Sessions, Hands on Device and Demo Experience on the Expo Floor with a range of (20) Student and Teacher Devices including Surface Studio and Surface Hub, Customer/Executive Meeting Room, Scavenger Hunt Sweepstakes Giveaway.
Scope of Work: Event Logistics, Vteam & Core Team Management, Vendor Management, Budget Management, Internal & External Communications, Content & Speaker Management, Device Management, Creative & Collateral Development, Executive Engagement & Management, Venue Management and Show Production
MICROSOFT WINDOWS 10 ROADSHOW
June 2016 - December 2016
Team: Microsoft US Central Marketing Organization, Microsoft US Windows & Devices Business Group, Microsoft US Office Business Group, Microsoft US Surface Business Group
Role: Lead Event Marketing & Project Manager
Program Overview: 12 city US roadshow showcasing product launches for Windows 10, Office 2016 and Surface Book.
Objectives: To drive awareness, excitement and adoption of the Windows ecosystem and Modern Apps by targeting 500 people per city for a one day event hosting a Microsoft Executive Keynote and dual tracks for IT Pros and Enterprise Developers. Gain 18 Microsoft Partners to engage in a sponsorship and participate in the US roadshow to showcase their products and solutions in each city.
Audience Experience: Keynote Address, Hands on Labs, Hands on Experience and Demos with the latest Windows 10 Devices, IT Pro Breakout Sessions, Developer Breakout Sessions, Attendee Swag Bag, Partner Showcase
Scope of Work: Event Logistics, Vteam & Core Team Management, Vendor Management, Budget Management, Internal & External Communications, Content & Speaker Management, Device Management, Creative & Collateral Development, Executive Engagement & Management, Venue Management and Show Production
MICROSOFT IGNITE 2015 & 2016
2015 - 2016
Team: Microsoft Worldwide Cloud + Enterprise Business Group, Microsoft US Central Marketing Organization, Microsoft US Windows & Devices Business Group
Role: Executive Engagement & Meeting Manager, Logistics Lead for VIP Executive Track
Program Overview: First annual two day “event-within-an-event” VIP track within one of Microsoft largest Flagship events: Microsoft Ignite. Attendees will be provided with an upgraded event experience including complimentary event pass, curated content & networking experiences, ancillary activities and 1:1 executive meetings.
Objectives: Connect Microsoft Ignite to measurable business results by developing a customized program for influencers and decision makers. Drive consideration, accelerate sales, and generate future pipeline of Microsoft enterprise solutions. Drive product deployment and consumption of existing Microsoft investments. Inspire customers developing their IT vision through technology thought leadership. Expand & further relationships with key accounts. Device seeding with personalized build and introduction to device with Windows 10 training on latest tips & tricks.
Audience Experience: VIP IT Decision Maker Track to include a Keynote Insight, Hands on Experience and Demos with the latest Windows 10 Devices, Breakout Sessions, Networking Reception and Dinner, White Glove Device Seeding and Executive Meeting Room Suite
Scope of Work: Executive Engagement & Meeting Management to include 40+ C-level Microsoft Executives. Event Logistics, Vteam & Core Team Management, Partner Sponsorship Management, Vendor Management, Budget Management, Internal & External Communications, Content & Speaker Management, Device Management, Creative & Collateral Development, Venue Management and Show Production.
MICROSOFT STRATEGIC ARCHITECT FORUM
2015
Team: Microsoft Worldwide Cloud + Enterprise Business Group
Role: Lead Event Marketing & Project Manager
Program Overview: The 1st Annual Strategic Architect Forum is a 2 day event focusing on the role of the IT Enterprise Architect as a strategic leader that is enabling business transformation and innovation through value realization. This first time event took place in Seattle, hosting 400 IT Architects.
Objectives: Drive enterprise agreement awareness and adoption of the breadth of cloud offerings from Microsoft by re-establishing relationships with Architects in the Enterprise. Bring the Architect community together and position Microsoft as thought leadership in the Architect space by creating a forum for Microsoft sales reps discovery of new strategic opportunities.
Audience Experience: Keynote Address, General Sessions, Round Table Sessions, Welcome Reception, Networking Dinner, Customer Panel Discussion, Attendee Gift Bag
Scope of Work: Event Logistics, Vteam & Core Team Management, Vendor Management, Budget Management, Internal & External Communications, Content & Speaker Management, Device Management, Creative & Collateral Development, Executive Engagement & Management, Venue Management and Show Production
MICROSOFT CIO & CXO SUMMITS
2013-2015
Team: Microsoft US Central Marketing Organization
Role: Executive Engagement & Meeting Manager, Lead Project Manager
Program Overview: Twice a year, Microsoft brings 200+ CIO’s and CXO's from the largest companies in North America together for a 2.5 day summit designed to drive collaboration, discuss top business priorities and the role technology plays to help enable those business goals to empower the intelligent enterprise. The attendees at this summit historically represent $500M+ in revenue impact to Microsoft.
Objectives: This relationship-building event is designed to bring top customers together with their peers and provide the opportunity to meet senior Microsoft executives and their extended account teams. The key customer goals for attending the summits are managing through economic change and business model transformations, connecting with updates on Microsoft's strategy and roadmap and develop understanding of peer challenges and resolutions.
Audience Experience: Keynote Address, General Sessions, Breakout Sessions, Digital Transformation Showcase with Hands on Experience and Demos with the latest Windows 10 Devices, Networking Reception and Dinner, White Glove Device Seeding and Executive Meeting Room Suite
Scope of Work: Executive Engagement & Meeting Management to include 20+ C-level Microsoft Executives. Event Logistics, Vteam & Core Team Management, Partner Sponsorship Management, Vendor Management, Budget Management, Internal & External Communications, Content & Speaker Management, Device Management, Creative & Collateral Development, Venue Management and Show Production.