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Redefining Coupa as an AI-First Spend Management Powerhouse
Description
Coupa, the global leader in Total Spend Management, needed a full digital and brand refresh after its $8B acquisition by Thoma Bravo in 2023. With $6T in transactional data under its belt, Coupa wanted to reposition itself as an AI-first platform serving Procurement, Supply Chain, and Finance professionals across the world. For this transformation, Coupa turned to Bluetext.
Challenge
- Evolve existing brand without losing equity
- Build a global, flexible website that reflects Coupa’s AI leadership
- Launch a new media strategy to reintroduce the brand to a global audience
Solutions
- Brand Evolution: Introduced a bold new identity centered around the “X-Factor” motif—symbolizing the convergence of people, AI, and data to drive results
- Website Overhaul: Developed a modern, component-based site using WordPress & Gutenberg, localized in 5 languages, built with SEO, accessibility, and UX top of mind
- 360° Campaign Launch: Rolled out a powerful paid media campaign across digital, out-of-home, TV, sports, and more
- Marketing Toolkit: Delivered full libraries of branded templates, illustrations, videos, PPTs, email templates, and even Zoom backgrounds for consistent company-wide adoption
Impact
- 15.1M impressions
- 118,654 ad clicks with 0.79% CTR
- 809 form completions → 537 leads, including 44 MQLs
- Fully scalable and global-ready web platform
- Repositioned Coupa as the AI-powered leader in spend management
