Overview

Gigya, a customer identify and access managament (CIAM) platform was acuqured by SAP in 2017. It provided services like social login, user profile management and engagement tools for businesses to build and manage customer relationships across various channels. Gigya’s technology enabled businesses to create trust with customers through transparency and control over their data.

Challenge

Gigya faced the need to evolve its communications strategy beyond traditional media relations to more effectively reach and influence its target audience. With the growing complexity of the Customer Identity and Access Management (CIAM) space and increasing competition, Gigya recognized the importance of building credibility through voices that customers and prospects trust. The goal was to establish a high-impact influencer communications program that emphasized strategic, quality-over-quantity engagements. This required identifying and connecting with key industry influencers who not only shaped CIAM conversations but also interacted with Gigya’s competitors and ecosystem partners. The team set out to build a more targeted, research-driven approach, leveraging social media analytics, influencer relationship management tools, and cross-functional collaboration between BOCA and Gigya to ensure consistent execution and alignment.

Results

The initiative led to a significant shift in Gigya’s brand presence and thought leadership within the CIAM industry. One of the most impactful outcomes was the successful engagement of GDPR expert and influencer Doc Searls, with whom Gigya co-hosted a webinar that attracted more than 650 attendees. This event demonstrated clear demand and credibility in the data privacy space. Throughout the program, BOCA drove a highly successful influencer program, enabling both the internal team and BOCA to track engagement, measure progress and refine strategy over time. The ongoing engagement of influencers ensured that Gigya remained connected to the most relevant and impactful voices. As a result, the company shifted away from broad, traditional outreach to more strategic, high-value influencer collaborations that elevated its reputation and supported business growth.