Top 7 Software as a Service (SaaS) Social Media Marketing Campaigns

In 2019, Grammarly completely reimagined the way we think about writing and communication with its “Write the Future” campaign. They didn’t just want to sell a grammar tool; they wanted to show how the product could empower people in their personal and professional lives. Through a series of engaging stories and mini-documentaries, they highlighted real users who were achieving their goals, proving that effective communication isn’t just about perfect grammar—it’s about opening doors to new opportunities. In short, they turned a basic tool into a symbol of success.

Grammarly’s strategy was all about connecting with emotions while keeping the content data-driven. They carefully crafted a narrative that resonated with real people, showing how the product was genuinely improving lives. They used relatable stories to create a viral effect, boosted by authentic user experiences. The results? A campaign that gained over 1 billion views and impressive engagement metrics (30% view-through rate, 3% click-through rate). This wasn’t just good marketing; it was the blueprint for leveraging social media to build trust and engage customers in a way that felt personal and impactful.

And that’s where the brilliance of Grammarly’s campaign really lies: it highlights the power of crafting emotional, relatable content in SaaS marketing. Whether you’re promoting a tool for personal productivity or a complex software solution, the key takeaway here is that success doesn’t come from just showing off features—it comes from telling stories that connect with your audience on a deeper level. Let’s take a look at the top SaaS social media campaigns that have mastered this approach.

Creative SaaS Campaigns That Are Redefining Marketing

Ready to see how the most innovative SaaS brands are shaking up marketing? These standout campaigns prove that creativity, humor, and authenticity are the keys to standing out in the crowded digital space. Let’s dive into the top campaigns that are setting new standards for SaaS marketing.

1. Slack's "So Yeah, We Tried Slack..." Campaign: Work Communications, Now with a Side of Laughs

When Slack decided to market its platform with the “So Yeah, We Tried Slack…” campaign, they didn’t just go the usual SaaS route. Instead, they dove headfirst into the wonderful world of office chaos and corporate comms, delivering a mockumentary that’s part "The Office" and part "Parks and Rec" – and let’s face it, who doesn’t love a good workplace comedy? The result? A campaign that was as engaging as a lunchtime gossip session and as informative as a product demo you actually want to sit through.

Slack’s approach felt more like an inside joke shared among colleagues than a traditional corporate pitch. The campaign’s star wasn’t a shiny influencer or a meme-savvy micro-celebrity, but instead, the team from Sandwich Video. This "real" company, using Slack themselves, provided an authentic touch that made viewers feel like they were peeking into the actual lives of their colleagues, not just watching a polished ad. This down-to-earth approach was the perfect antidote to the over-scripted nature of many B2B campaigns.

And when it came to being memorable, Slack was onto something big. By leaning into humor and authenticity, the campaign proved that while the SaaS world can often be dry and jargon-heavy, there’s always room for a little fun.

2. Mailchimp's "Did You Mean Mailchimp?" Campaign: A Name That's Hard to Forget (for Better or Worse)

From one memorable campaign to another, Mailchimp’s "Did You Mean Mailchimp?" campaign was a masterclass in blending creativity with unpredictability. Instead of following the usual SaaS playbook, they decided to put their name (literally) under the microscope, inviting audiences to have a little fun with it. The result? A campaign that had the internet buzzing, social feeds lighting up, and industry professionals raising their eyebrows in equal parts confusion and admiration.

Unlike Slack’s approach, which capitalized on workplace humor, Mailchimp took a riskier path by leaning into the absurd. By turning their brand name into a playful punchline, Mailchimp invited curiosity, and with it, a frenzy of engagement. The creative spin-offs of their name—like “MailShrimp” and “KaleLimp”—were a clever way to keep the audience guessing and laughing, creating an almost viral atmosphere that forced you to ask, “What will they think of next?”

Where Slack relied on relatable office banter, Mailchimp leaned into pure absurdity, showing that sometimes, a little confusion can go a long way—especially when it’s wrapped in a humorous, attention-grabbing package.

3. Canva's "Design Anything" Challenge: Where Creativity Meets Community (and Free Branding)

While Mailchimp made waves with eccentric branding, Canva’s “Design Anything” Challenge demonstrated the true power of community-driven content. The beauty of this campaign lay not in bold gimmicks but in its simplicity. Rather than a high-budget influencer blitz, Canva let its users take the spotlight, with the #canvadesignchallenge hashtag acting as both a rallying cry and a badge of honor for participants. Canva’s emphasis on user-generated content (UGC) fostered a sense of belonging and transformed the platform into a hub for creativity.

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Where Mailchimp’s quirky name variations sparked curiosity, Canva’s campaign took a more inclusive, grassroots approach. Each week, new themes encouraged creators to push their boundaries, showcasing their work and engaging with a vibrant community. By featuring the best entries on their official feeds, Canva not only celebrated creativity but also gave users the free branding they craved. The result? Over 36,000 posts and a thriving community that wasn’t just engaging with the product but becoming part of the brand’s identity.

Just like Mailchimp turned confusion into a marketing win, Canva’s challenge turned user creativity into a viral campaign that kept growing, with new content feeding the momentum each week.

4. Salesforce's "Ohana" Campaign: A Community That’s Strong... But Maybe a Little Too Strong?

Moving from creative content to the idea of community, Salesforce’s "Ohana" campaign took the concept of brand loyalty to the next level. The campaign, with its emphasis on inclusivity and support, has fostered a strong culture that connects employees, users, and partners alike. But just like with any tight-knit group, things aren’t always perfect—there are moments of tension, too.

Thoughts on the 'ohana' culture?
by insalesforce

Where Canva’s community-building focused on creativity and user-generated content, Salesforce created a community that went beyond digital engagement, integrating in-person events like Dreamforce to deepen relationships. But while Salesforce’s focus on community has been widely praised, it hasn’t been without its critiques. Some argue that the idealized "family" vibe of Ohana feels less authentic in the wake of corporate decisions that don’t exactly align with those values.

Nevertheless, Salesforce’s blend of online content and offline events created a multi-channel experience that resonated deeply, whether or not the “family” feeling was entirely genuine. So, much like the other campaigns before it, Salesforce’s Ohana proved that when you create a sense of belonging—whether through humor, creativity, or shared values—you don’t just build a customer base; you build a community that stays invested.

5. TouchBistro’s Facebook Ads Campaign: Turning Servers into Salespeople, One Swipe at a Time

Salesforce's “Ohana” showed the power of community, and now, let’s look at how TouchBistro (a restaurant management system) turned an industry’s pain points into a viral, word-of-mouth movement. Their Facebook Ads campaign is a perfect example of grassroots marketing in action. Unlike the high-profile influencers driving engagement for some campaigns, TouchBistro found its voice in the everyday workers using their product. The ads weren’t directed at restaurant owners—they were aimed at servers and managers, showcasing how TouchBistro could make their lives easier.

Where Salesforce built community around a shared culture, TouchBistro built community around shared experience. By focusing on the people directly impacted by their product—the restaurant staff—they managed to turn employees into organic advocates. It’s a subtle shift but one that proved incredibly effective: rather than a top-down campaign, TouchBistro’s strategy was bottom-up, leveraging employee advocacy to create a snowball effect of engagement.

In fact, the campaign didn’t just generate interest; it sparked a peer-to-peer recommendation engine that would rival any influencer's endorsement. The result? A record-breaking 135 leads in a single month, proving that sometimes, the best marketing strategy is simply empowering those closest to the product.

6. PointClickCare's LinkedIn Lead Gen Ads: Turning HealthTech Buzz into Actionable Leads

TouchBistro’s success was rooted in organic, peer-driven advocacy, but when it comes to leveraging authority in a niche market, PointClickCare’s LinkedIn Lead Gen Ads campaign shows how to turn industry credibility into hard results. In the highly competitive healthcare tech space, reaching decision-makers is no easy feat. PointClickCare bypassed the need for influencers altogether, opting instead to rely on their reputation as a trusted provider in long-term care.

PointClickCare’s approach was much like Titan GPS’s—focused, targeted, and educational. Rather than overwhelming busy healthcare professionals with lengthy e-books, PointClickCare offered short, digestible content that immediately addressed the audience’s pain points. It’s a shift from traditional content-heavy marketing that allowed them to secure leads at a fraction of the usual cost.

In a way, while TouchBistro relied on the voices of employees, PointClickCare’s strategy was rooted in thought leadership and tactical content delivery. Together, these campaigns prove that, whether you’re using humor, creativity, community, or industry authority, targeted marketing is about meeting the audience where they are, with content that speaks directly to their needs.

7. Titan GPS Facebook Ads Campaign: Navigating the Road to Lead Generation

Finally, let’s wrap up with Titan GPS, whose Facebook Ads campaign capitalized on the power of industry-specific content to create valuable leads. Much like PointClickCare, Titan GPS recognized that their audience—fleet managers and commercial drivers—didn’t need another flashy, influencer-led ad. They needed actionable resources that could solve their immediate problems, like navigating regulatory changes.

Titan GPS’s focus on educational content mirrors the approach seen in PointClickCare’s campaign: serve your audience value first, and the leads will follow. By zeroing in on fleet managers through niche content and micro-influencers, Titan GPS made sure their message was seen by the right people at the right time.

Just as PointClickCare refined content delivery to secure leads at an impressive rate, Titan GPS demonstrated that in any niche market, understanding your audience’s unique needs and offering relevant solutions can be a road map to success. Whether it’s healthcare, fleet management, or SaaS, the takeaway is clear: when you prioritize value, engagement and results are sure to follow.

Wrapping It Up: The Power of Creative SaaS Campaigns

In today’s crowded SaaS landscape, creativity is the secret weapon that sets brands apart. From Slack’s hilarious mockumentary to Canva’s community-driven challenges, these campaigns prove that humor, authenticity, and engagement can yield results that go beyond traditional marketing. By embracing unconventional strategies, whether through viral videos or grassroots campaigns, these brands have shown that building genuine connections with customers is key. As SaaS marketing continues to evolve, one thing is clear: standing out requires more than just a great product—it requires a bold, creative approach that captures attention and sparks conversation.

About the Author

Dan Atkins

Writer

Dan Atkins is a renowned SEO specialist and digital marketing consultant, recognized for boosting small business visibility online. With expertise in AdWords, ecommerce, and social media optimization, he has collaborated with numerous agencies, enhancing B2B lead generation strategies. His hands-on consulting experience empowers him to impart advanced insights and innovative tactics to his readers.