The IBP campaign positioned o9 as the leading platform for next-generation Integrated Business Planning, helping businesses optimize decision-making across commercial, supply chain, and finance functions. Through a multi-channel strategy, the campaign educated executives on how IBP enables profitable growth while balancing strategic, financial, and operational goals.

Challenge and Approach

Despite increasing interest in Integrated Business Planning (IBP), many executives still viewed planning as a siloed process, making adoption difficult. The challenge was to shift this perception and position IBP as a connected, strategic function. Additionally, campaign performance was initially hindered by targeting and engagement issues, requiring adjustments to messaging, audience segmentation, and asset distribution.

To address this, I helped shape a design-led, narrative-driven campaign that made IBP relatable and actionable for decision-makers. A key component was a high-impact narrative video, which I co-wrote and co-produced, using a basketball game as a metaphor—illustrating that just as a team needs coordination to win, businesses must align functions to execute a winning IBP strategy​. The campaign leveraged eBooks, executive whitepapers, industry case studies, and multi-channel digital promotion across LinkedIn, paid ads, and email marketing​. By refining targeting and integrating storytelling with strategic content, we successfully repositioned IBP as a must-have solution for enterprise-wide agility and growth.

Results

The campaign successfully increased brand authority and executive engagement, solidifying o9’s leadership in IBP innovation. Through refined targeting and strategic content distribution, the campaign drove higher awareness and improved lead quality, setting the foundation for future IBP-focused initiatives.