OVERVIEW
As one of the world’s fastest-growing enterprise software company in history, Databricks was gaining brand coverage in key media, yet they lacked brand awareness amongst their key audience group — data teams.
OBJECTIVES
The introduction of “The Data Team Effect” set out to connect real customers to real-world data teams. The mission was simple – establish emotional investment in the brand.
EXECUTION
Key messaging was paired with a varying channel mix to ensure optimal impressions, maximum engagement and to drive site visits to establish brand awareness.
RESULTS
Just Global’s omnichannel media strategy drove 1,000+ target accounts to the Databricks website, exceeding target goal. Furthermore, results across channels outperformed industry benchmarks.
Overview
Enterprise software company, Databricks was making waves with in the industry being recognized by Forbes as one of “America’s most promising Artificial Intelligence companies”. While the brand was expanding exponentially as one the world’s fastest growing enterprise software companies in history, they were still lacking brand awareness amongst their key audience – data teams. Just Global was brought on to develop a strategic plan that would showcase the power of Databrick’s technology, their purpose and their brand values in an engaging and effective way.
Objectives
The introduction of “The Data Team Effect” set out to connect real customers to real-world data teams. The mission was simple – establish emotional investment in the brand. In order to achieve this goal, we first had to identify the messaging that would resonate with our audience. Databricks has always prided itself off of the world-changing work their clients achieve. From literally saving lives to enabling hyper-travel, these stories were meant to be told. Behind every great company is a great data team, that’s the Data Team Effect.
Target Accounts Reached
CTV View through above benchmarks
Video Completion Rate (CTV)
Execution
“The Data Team Effect” campaign was established as a brand-focused and awareness strategy. Just Global was brought on to build out and execute a strategic omnichannel media plan. Using the brand’s existing brand anthem, we identified key opportunities to create impactful and memorable media moments. Key messaging was paired with a varying channel mix to ensure optimal impressions, maximum engagement, and drive site visits. The initial focus of this campaign was to target both prospective and current customers. A multi-channel approach was taken to generate top-of-mind awareness through a series of programmatic display and native, programmatic video, social, connected TV and premium partnerships.
Connected TV expanded brand reach with already engaged audiences through household connected TV. These placements were prioritized to relevant segments and were optimized for view-through engagement that produced a completion rate of 98% which was 30% above benchmarks.
Programmatic video and YouTube bumper ads, pre-roll and mid-roll clips were leveraged to reach users when they were most engaged. These videos were delivered within relevant data-science and analytics content that captured the attention of core Intent and Affinity audience groups.
Interactive programmatic display and native units drove a high-level of engagement and traffic to Databricks’ landing pages. These were developed to educate the target audiences on the brands product features and customer stories.
Premium partnerships with TechTarget and IDG focused on hyper-targeting relevant audiences. These audiences were highly engaged, with clickthrough rates exceeding publisher metrics by over 200% on for both platforms.
Results
This multi-channel strategy drove a substantial amount of target accounts to Databrick’s website, exceeding our target goal. Furthermore, brand retention and engagement were attributed to benchmark-breaking view-through visits from CTV, video, native and display. Ultimately, the success of this campaign led to a ‘halo effect’ that strengthened Databricks’ customer relationships and activated larger brands to engage with them. Databricks is ramping up to begin Phase 2 of “The Data Team Effect” campaign which will further nurture prospective and existing clients to solve the world’s toughest problems.
© Just Global 2022
