Integrated Campaign Strategy
Tradeshow Experience Strategy
Web Design & Prototyping
Create an integrated marketing campaign designed to connect with prospects online and in person, with a focus on positioning DDN Storage as the leader in 4 distinct categories
Data Storage For High
Providing the backbone for 2/3 of the Top100® fastest supercomputers in the world has been standard for DDN Storage for years. Considering their first customer back in 1998 was NASA, this organization was destined for success in its niche market of High Performance Computing Storage.
With offices across 15 countries, DDN is well known as the leader in End-to-End HPC Storage Solutions and has evolved its offerings to include enterprise organizations across the globe.
Did You Know?
The challenge put forth by the executive team was simple: many organizations and prospects in the industry recognize the company as the leader, but may not know why. We were tasked with creating a campaign to not only educate existing customers and strengthen the perception of DDN as the leader in HPC Storage, but also help inform and create further market awareness among prospects and those new to DDN.
We used this premise to inspire the name of the campaign: “Did You Know?” With a simple question, we would arouse curiosity and draw attention to the company. Behind it would be a list of carefully organized facts about DDN. Since DDN is in a highly specialized and technical market niche, we needed to ensure these facts were both engaging and compelling.
Laying Out The Framework
What better way to bring these facts to life than an infographic? Using visual storytelling, we designed an infographic that would weave in the story, facts, and call to action in a compelling way. Titled after the namesake campaign, “Did You Know?”, it was only fitting the question mark would get special design treatment to draw the reader in.
Connecting It All Together
What good would it be to create all these assets and then not connect them? The campaign message had to be simple in order to be compelling enough for booth traffic to engage with DDN amid so much other ‘noise’ at a such a large conference. It also needed to be believable given that many of DDN’s prospects and customers are PhD’s, technology buffs, and turned off by gratuitous advertising.
The campaign succeeded in combining relevant conference information, as well as appropriate and useful giveaways that netted in a positive experience as visitors explored the future of HPC with DDN.
Maintaining An Unrivaled Position
The campaign was a huge success. Given it’s shelf life, the marketing and sales team were also able to use it throughout the year at dozens of other conferences, including the National Association of Broadcasters (NAB) Conference and as a recruiting tool for the company to assist in onboarding over 50 new team members. It provided the global brand unprecedented engagement with its existing users, as well as prospects, and dramatically increased social engagement.
In all, the campaign delivered on its goals: to solidify its leadership position in the market and educate users and prospects on why.
New Leads Over The Year
Did You Know Entries
New Twitter Followers