How Canva uses AI-powered tools to reach B2B customers

Creative technology company Canva has launched its latest campaign to promote the rise of AI-powered collaboration tools for businesses. “What will you design today?” This campaign was created by our in-house team using his Canva platform to demonstrate real-world use cases for AI tools used by marketers and colleagues in any organization. I am.

why do we care? Canva’s business platform, Visual Suite, was released 18 months ago. During that time, the company doubled his MAU to 170 million and quadrupled his paid subscriber base to 16 million. These are clear signs that their B2B strategy is winning, and Canva’s marketing team has had to adapt this strategy to accommodate growing enterprise tools and AI capabilities.

magic studio. Canva’s Magic Studio suite of AI tools is turning heads with a new campaign. The company says the tool has been in development for the past two and a half years.

Magic Studio includes generative AI technologies such as DALL-E and Imagen for generating images. The Magic Write tool helps you create text about your brand at scale. The suite also includes visual editing tools such as Magic Eraser, Background Remover, Magic Morph, and Magic Animate to clean up images and easily add effects. Magic Edit allows users to edit images using short written prompts.

This 18-second spot shows how creative people from different teams create content using Magic Write and written prompts.

Magic Studio tools are available to businesses, small businesses, individual creators, and educators. The company offers three main pricing plans: Canva Free, Canva Pro, and Canva for Teams.

Expanding our B2B approach. “What we’re passionate about as we move into the B2B space is to think of it as ‘B2H,’ business to human, because at the end of the day, we’re all human,” says Canva. says the executive creative director. Kat van der Werff told Martech. “I think what we are conscious of is not to lose our brand voice, which is playful and unique. Even when we move into the B2B space, we don’t have to change our brand voice. Our message is clear because we’re talking to decision-makers and they value the ease of use and the visual impact they get with Canva. They also value the time savings, cost savings, and production. We are also interested in expanding volume. [The campaign speaks] Aligning with what they care about while maintaining our sense of playfulness. ”

The campaign uses recurring characters to personify specific tools, such as collaborative whiteboards, social media posts, and documentation tools. By moving to an enterprise solution, Canva’s audience has expanded to include teams within an organization who use Canva’s tools together. For example, last year’s efforts focused on marketing and creative teams.

“With this campaign, everyone from HR to sales is starting to fully consider how they design and work with Canva,” said van der Werff.

This 30-second spot shows how different teams can use the entire Canva suite to create engaging documents and presentations.

motion. “What will you design today?” launches this week in the U.S. on social media, digital advertising, television, and outdoors in markets in New York and California.

Outdoor advertising, such as on transit stations or office buildings, aims to grab the attention of people on their way to work.

“For large organizations, Canva is proving to be a viable enterprise tool to save time and money,” said Frank J. Cortese, Global Head of Brand Media at Canva. states. “The reason we’re in real life on billboards, in transit centers, in lobbies and elevators in buildings is because we’re not trying to get in the way. [professionals] They are in the middle of their workday, and we try to reach them when they are focused on their work. That’s why we’re on LinkedIn even when we have a bit of a work mindset or aren’t digging deep into industry deals. ”