Agentforce
Overview
How we made Salesforce's biggest AI launch unmissable on social—and grew share of voice 4x in a crowded market.
Categories
Product Marketing
Social Strategy
Copywriting
Creative Direction
My Role
Led the global social strategy across Salesforce and Trailhead on 9 platforms
Produced community-first demo content in partnership with Trailblazers, Product, and PMM
Concepted and creative directed net-new formats including feature GIFs, memes, and vertical videos
Wrote all primary launch tweets and partnered on core messaging, evolving our social brand voice
Collaborated across functions to align demo scripting, product positioning, and rollout
Overview
After 18 months of launching copilots like every other tech company, Salesforce hadn’t broken through in the AI conversation. Agentforce changed that.
It was the first enterprise-ready framework for autonomous AI agents—built to take real action with full business context. But a breakthrough product wasn’t enough. We needed a breakthrough launch.
I was tasked with making this launch impossible to ignore on social—leading social strategy, shaping messaging, building demos, and producing content that helped Salesforce finally stand out in the AI conversation.
We set out to:
Educate our audience on Agentforce and establish “AI agents” before competitors could catch up.
Prove the product was real and ready with real-world demos and social proof.
Balance technical accuracy with clear, human storytelling that drives understanding and action.
Goals
Own the Narrative
Build Credibility Fast
Make it Engaging
Strategy
Credibility via Community
Partnered with Trailblazers for authentic first-look demos and reaction videos, giving our community the mic and building trust.
Agent Builder Videos
Captured real customers building agents live at Dreamforce, including a 9-year-old, to showcase simplicity and speed.
Evolved Brand Voice
Shifted from "work bestie" to confident category leader. Assertive, bold messaging to own the agentic AI conversation.
Make the Difference Obvious
Created side-by-side videos showing Agentforce’s contextual responses vs. generic chatbots. (Think paper towel commercials.)
Social-first Dem
Built a modular demo system for social: 30s cutdowns, feature demo GIFs, and engaging formats for Shorts and Reels.
Viral Meme Strategy
Drove engagement, reinforced platform differentiation, and amplified our “Don’t DIY Your AI” message.
The Execution
Bringing Agentforce to life across social channels
Every piece of content reinforced our position as the leader in autonomous AI.
Section 1
Community-first Teasers
Real Customers Building Agents
Voice Evolution in Action
Samples
Customer Storytelling
Complex Features, Simple GIFs
Memes That Made Enterprise AI Shareable
Results
17.8 million
Total Impressions
6.3%
Avg. Engagement Rate
12%
Agentic AI Share of Voice
Results
The launch cut through the noise and repositioned Salesforce as a serious AI player.
Post-launch, I continued evolving messaging, scaling video production, and testing new formats, turning the campaign into a system. These efforts helped grow our share of voice from 3% to 12% in 9 months.
Agentforce
Overview
How we made Salesforce's biggest AI launch unmissable on social—and grew share of voice 4x in a crowded market.
Categories
Product Marketing
Social Strategy
Copywriting
Creative Direction
My Role
Led the global social strategy across Salesforce and Trailhead on 9 platforms
Produced community-first demo content in partnership with Trailblazers, Product, and PMM
Concepted and creative directed net-new formats including feature GIFs, memes, and vertical videos
Wrote all primary launch tweets and partnered on core messaging, evolving our social brand voice
Collaborated across functions to align demo scripting, product positioning, and rollout
Overview
After 18 months of launching copilots like every other tech company, Salesforce hadn’t broken through in the AI conversation. Agentforce changed that.
It was the first enterprise-ready framework for autonomous AI agents—built to take real action with full business context. But a breakthrough product wasn’t enough. We needed a breakthrough launch.
I was tasked with making this launch impossible to ignore on social—leading social strategy, shaping messaging, building demos, and producing content that helped Salesforce finally stand out in the AI conversation.
We set out to:
Educate our audience on Agentforce and establish “AI agents” before competitors could catch up.
Prove the product was real and ready with real-world demos and social proof.
Balance technical accuracy with clear, human storytelling that drives understanding and action.
Goals
Own the Narrative
Build Credibility Fast
Make it Engaging
Strategy
Credibility via Community
Partnered with Trailblazers for authentic first-look demos and reaction videos, giving our community the mic and building trust.
Agent Builder Videos
Captured real customers building agents live at Dreamforce, including a 9-year-old, to showcase simplicity and speed.
Evolved Brand Voice
Shifted from "work bestie" to confident category leader. Assertive, bold messaging to own the agentic AI conversation.
Make the Difference Obvious
Created side-by-side videos showing Agentforce’s contextual responses vs. generic chatbots. (Think paper towel commercials.)
Social-first Dem
Built a modular demo system for social: 30s cutdowns, feature demo GIFs, and engaging formats for Shorts and Reels.
Viral Meme Strategy
Drove engagement, reinforced platform differentiation, and amplified our “Don’t DIY Your AI” message.
The Execution
Bringing Agentforce to life across social channels
Every piece of content reinforced our position as the leader in autonomous AI.
Section 1
Community-first Teasers
Real Customers Building Agents
Voice Evolution in Action
Samples
Customer Storytelling
Complex Features, Simple GIFs
Memes That Made Enterprise AI Shareable
Results
17.8 million
Total Impressions
6.3%
Avg. Engagement Rate
12%
Agentic AI Share of Voice
Results
The launch cut through the noise and repositioned Salesforce as a serious AI player.
Post-launch, I continued evolving messaging, scaling video production, and testing new formats, turning the campaign into a system. These efforts helped grow our share of voice from 3% to 12% in 9 months.
Agentforce
Overview
How we made Salesforce's biggest AI launch unmissable on social—and grew share of voice 4x in a crowded market.
Categories
Product Marketing
Social Strategy
Copywriting
Creative Direction
My Role
Led the global social strategy across Salesforce and Trailhead on 9 platforms
Produced community-first demo content in partnership with Trailblazers, Product, and PMM
Concepted and creative directed net-new formats including feature GIFs, memes, and vertical videos
Wrote all primary launch tweets and partnered on core messaging, evolving our social brand voice
Collaborated across functions to align demo scripting, product positioning, and rollout
Overview
After 18 months of launching copilots like every other tech company, Salesforce hadn’t broken through in the AI conversation. Agentforce changed that.
It was the first enterprise-ready framework for autonomous AI agents—built to take real action with full business context. But a breakthrough product wasn’t enough. We needed a breakthrough launch.
I was tasked with making this launch impossible to ignore on social—leading social strategy, shaping messaging, building demos, and producing content that helped Salesforce finally stand out in the AI conversation.
We set out to:
Educate our audience on Agentforce and establish “AI agents” before competitors could catch up.
Prove the product was real and ready with real-world demos and social proof.
Balance technical accuracy with clear, human storytelling that drives understanding and action.
Goals
Own the Narrative
Build Credibility Fast
Make it Engaging
Strategy
Credibility via Community
Partnered with Trailblazers for authentic first-look demos and reaction videos, giving our community the mic and building trust.
Agent Builder Videos
Captured real customers building agents live at Dreamforce, including a 9-year-old, to showcase simplicity and speed.
Evolved Brand Voice
Shifted from "work bestie" to confident category leader. Assertive, bold messaging to own the agentic AI conversation.
Make the Difference Obvious
Created side-by-side videos showing Agentforce’s contextual responses vs. generic chatbots. (Think paper towel commercials.)
Social-first Dem
Built a modular demo system for social: 30s cutdowns, feature demo GIFs, and engaging formats for Shorts and Reels.
Viral Meme Strategy
Drove engagement, reinforced platform differentiation, and amplified our “Don’t DIY Your AI” message.
The Execution
Bringing Agentforce to life across social channels
Every piece of content reinforced our position as the leader in autonomous AI.
Section 1
Community-first Teasers
Real Customers Building Agents
Voice Evolution in Action
Samples
Customer Storytelling
Complex Features, Simple GIFs
Memes That Made Enterprise AI Shareable
Results
17.8 million
Total Impressions
6.3%
Avg. Engagement Rate
12%
Agentic AI Share of Voice
Results
The launch cut through the noise and repositioned Salesforce as a serious AI player.
Post-launch, I continued evolving messaging, scaling video production, and testing new formats, turning the campaign into a system. These efforts helped grow our share of voice from 3% to 12% in 9 months.
