Cloudera believes that through data, we can make what is impossible today, possible tomorrow.
We supported their mission by planning a robust media and strategy plan to boost their global brand initiative—the first-ever in the company’s history—to elevate their newly launched repositioning in the market.
Cloudera’s global workforce and capabilities became the premiere Enterprise Data Cloud provider after an industry-rocking acquisition of Hortonworks. Yet newer companies in the industry continued to flood the market and share of voice.
Cloudera marketing had to pair global brand awareness with a steady focus on demand generation to remain dominant.
While competitors in the market used mud-slinging marketing messaging, Cloudera saw a massive opportunity to gain greater leadership by instead being the unifier.
Creative agency HI IT’S US brilliantly tied Cloudera’s mission and new positioning together with the message, “We love when clouds play nice together.” This became the key theme for Cloudera’s brand awareness launch.
JUST’s objective was to increase brand awareness and see a brand lift within their global account based marketing audiences of business leaders, all while positioning Cloudera as the only Enterprise Data Cloud company.
Utilizing intent data and account based marketing, we delivered a user-connected experience with high-impact traditional advertising and advanced digital targeting tactics.
A full-funnel paid media approach set the stage for a successful rebrand among their targeted audiences. We began by investing in brand awareness to build demand generation. By using data-fueled digital marketing strategies, we optimized the effort to target businesses interested in Cloudera offerings while increasing engagement and awareness.
Across North America, APAC, and EMEA, we devised geo-specific strategies based on local audience’s media consumption habits. We leveraged multiple channels including high-impact out-of-home placements, co-branded endorsements, and always-on activity via programmatic, native, social, and search.
This amounted to premium partnerships with the likes of Forbes and Harvard Business Review for print, podcast sponsorships of MIT and NPR programs, social, video, banners, native, SEM, and sophisticated retargeting across channels to drive engagement.
Cloudera needed to adjust its digital marketing strategies to better align its digital messaging with surging interest on a topic among targeted accounts. JUST helped segment years of historical Cloudera intent topics into four distinct clusters. Each cluster had a relevant creative and message that highlighted the important features of the product or industry topic.
Cloudera and JUST piloted a predictive model that looked at not only when a target company might be interested in Cloudera’s product but also weighted which of the four messages to deliver based on the expected outcome. This new model was used across programmatic display advertising programs to drive awareness and engagement for target businesses.
A strategic and creative OOH strategy included large billboards and striking laser projections surrounding key events such as the AI Summit and Gartner Symposium in New York City. In the B2B space, 64% of website traffic comes from organic search. Across all paid search campaigns, click performance for our campaign has been strongest in markets where our billboards are present, indicating OOH successfully drove more engaged with the brand.
Cloudera’s brand campaign was showcased across premium publishers for their target audience such as Computerworld, Economist, Wall Street Journal, and The Times.
The anthem brand film, “With Love,” was promoted to share the brand’s core values.
Our marketing delivered against the brand’s ambitious goals to increase aided awareness, accelerate pipeline growth, stock price growth, evolve positioning, fuel innovation and ensuring consumer adoption of Cloudera Data Platform and other services.
The Drum Marketing Awards US
Nominee: Best Rebrand/Relaunch Campaign
The Drum B2B Awards
Nominee: Best Use of Programmatic
Nominee: Best Use of Data/Technologies Across Marketing Activities
Nominee: Brand Marketer of the Year
Cloudera is the industry’s first enterprise data cloud—a modern data architecture, for a data-driven world. True to the brand’s mission, JUST used data to drive successful marketing and strategic media tactics.
We utilized our agencies capabilities in social listening to measure campaign impact on the Cloudera brand study. The first round of metrics had stunning results: increased 38% in traffic, 39% in search, 14% ooh impact, 18% earned media in positive sentiment and 10% brand lift to in thinking positively about the brand. We found that our awareness efforts across all social platforms drove conversion as more people were retargeted.
Our objectives across ABM have hit even more impressive marks: 84% reach into target accounts (a 96% improvement), 50% engagement overall, 36% lift (industry benchmark 25%), six figure website landings (at a 50% reduced cost per landing), and 25% video view rate.
Prior to the predictive modeling effort, about 30% of visitors engaged with multiple pages but through our brand campaign it is now 48%.
While the campaign has earned billions of global media impressions, Cloudera’s stock price also continues to rise.
“Our goal was simple–to introduce and dominate a newly defined industry category called the Enterprise Data Cloud. Through our campaign efforts, we were able to generate awareness with existing customers and reposition us as a leader in the space.”
– Aimee Schneider, Director, Campaigns and Demand Gen