The Background

For as hot as the enterprise AI and data management sectors are, it is just as hard for companies operating in these arenas to gain attention and competitive advantage, with constant product innovation, M&A activity, and notable thought leaders. In this crowded space, brands must find creative and bold ways to stand out. Cloudera, the only true hybrid platform for data, analytics, and AI, partnered with V2 Communications to launch a multi-faceted, integrated campaign to help keep Cloudera top-of-mind for key audiences during a pivotal time: the back-to-back conferences of two notable players in the space.

 

The Approach

V2 took a three-fold approach to ensuring Cloudera remained at the forefront of conversations on enterprise data and AI trends and news:

  • Event Blitz: A Cloudera-branded ‘Fuel Station’ was set up outside The Moscone Center during one of the conferences. The station attracted audiences by serving complimentary Cloudera branded coffee and snow cones, creating opportunities for one-on-one conversations with Cloudera experts. A custom landing page, accessible via QR code, featured Cloudera’s key messages and value proposition, along with a Meta Quest headset giveaway to capture email leads.
  • Newsjacking: Recognizing that major industry conferences are prime moments for companies to announce significant news, the team capitalized on the heightened media attention during both events. V2 engaged reporters to highlight Cloudera’s market value, published a blog post addressing key conference themes and news, and arranged an engagement with theCUBE to showcase Cloudera’s strategic moves in the data lakehouse market.
  • News Moment: Cloudera seized the opportunity to influence headlines by announcing its acquisition of Verta, an operational AI company, during the conference period. This strategic timing ensured Cloudera remained at the forefront of the data lakehouse conversation, even as competitors were making their own announcements. The news moment amplified Cloudera’s presence in industry discussions and reinforced its position as an innovator in enterprise AI and data management.

 

The Results

This campaign showcased how a well-coordinated, integrated, multi-channel approach can amplify a brand’s message even in a crowded market space. By combining on-site engagement, strategic news placement, and proactive media relations, V2 helped Cloudera stand out and reinforce its market position during a pivotal industry moment. The integrated approach to standing out in a noisy market resulted in:

  • 25+ pieces of earned press coverage across business and technology press over the two-week conference period
  • 300+ emails captured from custom landing page through the giveaway
  • 700+ unique visitors to the custom landing page with Cloudera’s key messages
  • 1,500+ items served at the Fuel Station
  • Nearly 35k social media impressions