Ramp’s New CFO - Brian Brian Baumgartner from “The Office”
Ramp ramps up the stunt to great delight, proving a B2B brand can have a personality and make connections …
Source: IG
If you’re not familiar, Ramp is a B2B software company offering expense management automation services (my words). Most of us have probably not heard of it because it is generally behind the scenes. But if you are in the business of procuring such services then you are likely very aware of the brand and those of us who use the services are very aware of the brand’s benefits.
Well to ramp up that knowledge and awareness, Ramp hired Brian Baumgartner of “The Office” to be its “CFO-Spokesperson” to shed light on its expense management offerings.
The brand and Brian carried out a live stunt in the Flatiron District of New York City where people could actually watch Brian manually process expenses all day long, because he’s a bit old school. Hence the comedic tension between Brian as its “new CFO” and the brand.
Brilliant … here’s the teaser …
The day-long event was filled the guest appearances as the pedestrian-walker-by audience viewed with what appeared to be great delight …
And if you are interested, there’s the entire live stream of the event, over six hours of content …
Not only did this event with Brian capture a lot of attention for a company that has soared in valuation this year, but it also captured a lot of content that is streaming on its social channels to extend the life of the day’s event. Plus it’s a lot of fun, bringing the personality of the brand to life in what could otherwise be a bit of a lifeless category. Proving that B2B brands are brands too, with a voice and a personality, making connections to its customers just like consumers brands.
At the end of the day, Ramp also proves that as a B2B brand, it understands the life of its end user as well, appealing to the pain points in the day of the life of someone who is managing expenses.
Well done, Ramp. You are separating yourself out of a sea of sameness.
What’s your experience? JIM