Description
This 360 campaign aimed to refresh Cloudera's brand perceptions by being bold and smart. Bold enough to cut through competitive noise. And smart enough to convince the audience that Cloudera was the solution to their data and AI woes. What resulted was an eye-catching, brand-lifting campaign that not only improved brand perception, but also surpassed all major campaign KPIs.
Client
Cloudera
Agency
BUCK
My Role
Creative Director, Cloudera
Year
2023
Type of work
Brand Campaign / 360
challenge
Despite Cloudera's established presence as a founder and leader in the data space, its brand prestige had somewhat diminished. The rise of rival startups drove a perception that Cloudera had become outdated and was unprepared for the recent global explosion of AI. To overcome this, Cloudera needed to develop a campaign platform that could punch above its weight class, while also being able to speak to their proficiency in the data and AI space.
CREATIVE DEVELOPMENT
The always brilliant BUCK developed a creative campaign platform that combined clever and informed messaging with a visual system full of electrifying colors and playful illustrations.
A whiteboard-inspired, typographic markup was added to not only emphasize certain copy, but to also help reinforce the illustrative style.
Finally, a duo-tone photo treatment was incorporated to ensure that all campaign imagery would mesh well with the other elements.
Everything came together in a campaign hero video that deftly positioned Cloudera as the trustworthy guide to all things data and AI.
It's a dynamic approach that balances eye-catching visuals with quippy tone—resulting in creative that can't be missed and demands engagement.
DEPLOYMENT
To maximize campaign effectivness for brand awareness amongst our key audience, Cloudera took a 360/Omni-channel approach. Calculated take-overs on premiere sites like NYT, WSJ, and Forbes were combined with an always-on paid-social strategy (LinkedIn, YouTube) to provide a balance of blanketed coverage and targeted strikes. Further support was provided by audio ads on podcasts, premium streaming video (Hulu, etc.), and influencer posting. All traffic was driven to a campaign landing page, designed to show how Cloudera enables customers to trust their data.
Results
In qualitative testing with Cloudera's target audience, the Trust Your Data campaign achieved it's goal of raising brand perception—with participants universally stating that it made Cloudera look and sound like a fresh, modern company. The campaign also outdid itself quantitatively, notably in the following ways:
Exceeded all major KPIs, including surpassing the landing page visits goal by 24%
Boosted brand recall amongst target audience by 11%
Increased aided awareness by 18%
Produced over 400 creative assets for campaign use