Success Story
NetApp strikes against rival
67,000
Blog views, the highest in NetApp’s history
66.5%
Of all traffic came from paid social – the best paid social performer
17
Click-throughs to the “New NetApp” IDC whitepaper on the new company vision
Discover
In the UK, NetApp had a mere 9% of the midrange cloud storage solution market compared to Dell EMC’s dominant 33% share. Clearly, NetApp wanted to eat into the market share of its bigger rival.
1 Plan
After analysis of market, customer and partner insights, NetApp decided to run a Dell competitive campaign. We recommended creating fresh, cutting content supporting lead generation which spoke to challenges faced by Dell customers attempting to move to the cloud.
2 Deliver
Innovatively, we worked with renowned cartoonist Clive Goddard to illustrate the problems of IT refreshes moving at a donkey’s pace. On top of visual storytelling, we ghost wrote a blog for NetApp’s UK&I leader and managed social media activity.
3 Prove
Our integrated content approach including social media posts across Facebook, LinkedIn and Twitter drove anticipation and launched the competitive “de-positioning” campaign. The blog achieved the highest number of views in NetApp’s history.
