Create and run a brand campaign for the new
cloud services focus.
What we wanted to achieve
To drive revenue for a suite of cloud products.
By increasing our penetration in the cloud storage services market.
By positioning NetApp as a leading cloud player.
By illustrating how NetApp can help people get more out of what they’re doing on the cloud.
The Situation
Digital transformation is still underway and accelerated in 2020. During that year the adoption rates of digital or digitally enabled products accelerated by seven years which presented NetApp with an opportunity. But, we still had two hurdles
The cloud audience don’t know NetApp, those that do, know it for the wrong things.
Native services deliver what they need; there isn’t a single, consistently encountered problem for us to solve.
The Complication
More than 90% of cloud buying is conducted by a committee of 6-11 members
Over 75% are not in IT but have pooled their budget to make the purchase
The prefer self-service content throughout the buying journey
To reach the non-technical buyer, we had to find them at their "watering holes" to engage them. But Gartner research told us it was worth the hunt. Vendors that took charge of the buyer journey and removed the complexity were 3X more likely to close larger, high-quality, low-regret deal. Given this, we wen to work.
Our Strategy: Meet The Specialists
Working with the very talented people from Mother in London UK, we'd position NetApp as the only provider that can unlock the best of cloud. We'll do this by branding the company as "The Cloud Storage Specialists" and highlight the idea by dramatizing the things we don't do well for comedic effect. We'd then carry that "cheek" into our buyer assets to engage the non-technical buyer/decision maker along with the technical decision maker, no small task.
The video below provides the flavor of the campaign
