In its first awareness campaign, Cloudera, an enterprise data cloud company, ran an OOH campaign in the Americas from September 2019 through January 2020, focusing on a new product called Cloudera Data Platform.
The strategy tapped search, paid social, programmatic, geo-sensing, print, and radio, but seems to have made its greatest impact with out-of-home (OOH) media.
Aimee Schneider, director of cloud campaigns and demand generation at Cloudera, worked with Bombora to learn the degree to which interest in its name grew during the life of the campaign, which ran in Manhattan, Orlando, Las Vegas, and San Francisco.
The locations were tied to strategic events like the Microsoft Ignite conference.
Using Bombora’s intent data, the company managed to determine success by focusing on analyzing the term "cloudera," ignoring all else.
“We were able to correlate key dates in the awareness campaign during a large event, allowing us to dial up radio or billboard media based on the dates,” she said.
The target account list in the Americas includes about 50 clients, she said. Bombora’s data enabled Cloudera to filter the top 50 accounts and hone in on specific segments.
Bombora runs a data cooperative website that monitors awareness and data consumption rates related to products and services. It shows if there is an increase in interest across specific products through a “surge score” and compares that product or service to a baseline of interest.
The score represents the intensity vs. a baseline, which is normal activity. A score of “anything over 60 we like,” Schneider said.
Results showed a bump in interest for 'Cloudera' and an increase in number of accounts interested overall.
The search campaign — Keep The Lights On — tied to the multichannel strategy ran across Google Ads and YouTube, primarily on branded and non-branded keyword terms.
The company this year will look more closely at its media-buying mix to drive awareness and demand. “In the new world we live in with COVID-19, we’re really looking at our marketing mix and where we spend dollars. “Out-of-home was extremely important to us with the new product launch, but this year we’re moving heavily into virtual and digital,” she said. “Physical out-of-home placement isn’t really at the top of our list.”
Cloudera will move its physical events into digital and online webinars and virtual labs. The media spend will go toward social, search, programmatic, display, and LinkedIn. Bombara helps with all.
“We don’t have a crystal ball, but we’re building contingency plans in the event we cannot host physical events,” she said.