Canva Create Event: Unconventional Rap Battle Showcases Enterprise Security Features
At Canva's recent Create event, the highlight wasn't just the unveiling of new enterprise offerings but an unexpected rap battle that stole the show. Graphic designer Roger Coles and a skeptical CIO, played by an actress, engaged in a lively exchange about Canva's security and integration capabilities, turning jargon like "SSO" and "API" into rap lyrics. Despite the cringe-worthy nature of the performance, it sparked significant online buzz, with over 50 million views within 48 hours and a 2,500% increase in social media chatter about Canva Enterprise. Canva's founders embraced the unconventional approach, arguing that enterprise software needed a touch of spice to stand out. Whether the tactic was effective or not, it certainly got people talking, proving that sometimes, stepping into the realm of cringe can be a bold marketing move.
Key Takeaways
- Canva introduced new enterprise offerings at Canva Create event, featuring a rap battle showcasing security features.
- The rap battle, involving a graphic designer and a CIO, discussed Canva's integration capabilities and security protocols like SSO and SCIM.
- Despite initial mockery on social media, the event led to a 2,500% increase in discussions about Canva Enterprise.
- Canva's approach to enterprise software promotion through unconventional methods sparked significant online engagement.
- The event highlighted Canva's unique corporate culture, emphasizing innovation and a non-traditional marketing strategy.
Analysis
Canva's unconventional rap battle at their Create event, focusing on enterprise security and integration, unexpectedly boosted online engagement and brand visibility. This tactic, though initially mocked, leveraged viral potential, increasing social media discussions by 2,500%. The strategy underscores Canva's innovative marketing approach, potentially influencing other tech firms to adopt similar bold promotional methods. Short-term, this could enhance Canva's market presence; long-term, it might redefine enterprise software marketing norms, emphasizing creativity over traditional presentations. This move could also attract a broader, more diverse customer base, impacting Canva's growth trajectory positively.
Did You Know?
- SSO (Single Sign-On): A property of access control of multiple related, but independent software systems. With this, a user logs in once and gains access to all systems without being prompted to log in again, increasing security and convenience.
- API (Application Programming Interface): A set of protocols, routines, and tools for building software applications. An API specifies how software components should interact, allowing systems to communicate and exchange data efficiently.
- SCIM (System for Cross-domain Identity Management): An open standard for automating the exchange of user identity information between identity domains — that is, between an organization and a cloud service provider. It simplifies the management of user identities in the cloud by providing a common format for provisioning and de-provisioning users.