Agentforce – AI arrived, we made it a phenomenon

Salesforce set out to launch its new Agentforce AI agent solution with a brand-defining, standout campaign. The launch was seen as a way to reinforce Salesforce’s position as a trailblazer in the age of AI. Netprofile was tasked with designing and executing an integrated marketing and communications programme in Finland—something that would be visible, audible, and impossible to ignore.

Bold goals in a tough market

The ambition was to launch Agentforce more prominently than any other AI player in Finland. Salesforce wanted to place itself at the centre of the national conversation, differentiate in a crowded market, and claim ownership of AI in the B2B space. Communications had to build the brand, spark dialogue, generate leads, and re-engage the target audience by positioning Salesforce as an expert of the AI era.

A multi-channel movement

Agentforce was not just a campaign—it was a communications movement. We built a multi-channel presence where earned media, strong PR, striking outdoor advertising, targeted content marketing, and owned channels worked together to deliver sustained visibility. The creative insight was simple: a world-class service deserves world-class exposure—and that must be earned on multiple fronts.

Outstanding results

The campaign exceeded expectations across every metric. Outdoor advertising delivered 13.8 million impressions and 135% media coverage in Greater Helsinki. Paid visibility in Kauppalehti generated 150,000 digital and 106,000 print impressions. The first native content pieces attracted 30,000+ unique readers and achieved a 3.03% CTR—triple the industry average. The relaunch of the Älyradio podcast brought in 1,000+ monthly listeners, restoring its place as a top-tier B2B podcast.

The campaign placed AI agents at the very heart of Finland’s AI debate, positioned Salesforce as the leading authority on the topic, and significantly boosted brand interest in the target audience.

“What we valued most was how quickly the campaign got off the ground—and how many layers it ultimately covered. The integrated execution spanned outdoor, native content, earned media, podcasts, print, and digital, yet it all felt like one coherent brand move. The agency didn’t just deliver a plan, they kept developing it further. Collaboration was smooth and effortless—responses were fast, ideas bounced effectively, and deadlines were always met.”

Elina Ostamo
Country Marketing Lead, Salesforce