Cleversafe’s mission is to solve the challenges of storage at scale. Cleversafe works with leaders across every major industry – media to government, financial services to service providers — to further envision and enhance its object storage platform to serve the most demanding environments. Its breakthrough cloud storage platform delivers not only scalability but also security and the ease of accessing data anywhere, anytime. Because of Cleversafe’s advanced object and hybrid storage platform and technology, IBM acquired it in 2014 to fill the gap IBM had within its own cloud storage group.
With the recent acquisition and the technical nature of the product offerings, Cleversafe reached out to Fusion92 to help launch its new relationship with IBM at IBM InterConnect as well as produce a digitally driven campaign to promote the acquisition, drive people to visit its booth and increase brand awareness of Cleversafe in a nontechnical way.
The sheer scale of Cleversafe’s capability presented a unique challenge: how could Cleversafe communicate such a complex solution in an industry cluttered with data claims and cloud clichés while making the brand more human?
We created two unique but similar campaigns that highlighted the human impact of what Cleversafe’s products could do while educating the audience on what data storage is in a fun and entertaining way. Both campaigns were integrated across multiple social media platforms through paid media buys and organic postings and online via the Cleversafe website. They were also taken offline and incorporated into Cleversafe’s at-show presences at IBM InterConnect.
The first campaign, “Be Data Smart,” was a branding and awareness campaign that highlighted Cleversafe’s capabilities through multiple client case studies, leveraging lifestyle imagery to show how the average person uses data storage in their everyday activities. Be Data Smart did not focus on the technical side of data storage but rather the human side of how it’s used. The campaign ran via social media and the Cleversafe landing page.
The second campaign, an educational trivia-style contest called “#datasmarts,” ran one week prior to the show and was a series of entertaining questions that demonstrated the fun side of data storage. Questions were posted via Twitter, and followers tweeted back answers using #datasmarts. During the show we took the buzz that was generated and brought it to the IBM InterConnect floor – brand advocates circulated on the tradeshow floor with iPads and #datasmarts branded prizes, allowing attendees to play #datasmarts on the iPads. Lead generation data was also collected, shared with the Cleversafe sales team and used for email and retargeting campaigns.
The Be Data Smart Facebook and LinkedIn campaign activity brought Cleversafe a major increase in overall website traffic. During the pre-show and at-show media spends, website traffic increased 347%, with post-show traffic seeing an overall increase from a month prior of 200%. Throughout the 12 days pre-show and at-show the campaign generated 43,000 clicks from over 1.5 million impressions.
The #datasmarts campaign also saw both online and at-show participation via daily winners online and a healthy number of leads generated at the show.
With the success of both campaigns, a love of our overall design and our ability to take something like data storage and make it fun and compelling to the general public, Cleversafe has made Fusion92 its go-to partner for integrated digital and event marketing campaigns.
% Traffic Increase