“The Smarter Way to Cloud”

VMware Brand-to-Demand Campaign, October 2022—November 2023

VMware offers a software-defined approach to cloud infrastructure and services, enabling customers to run their apps on the clouds of their choice. Delivering as it does optimal flexibility and enterprise control and security, VMware’s is “the smarter way to cloud.”

Originally launched as the “Welcome Change” campaign in April 2021, our updated tagline called out VMware’s unique position in a multi-cloud environment, while our creative evolution introduced a lighter production weight, fully animated approached to linear and digital TV video.

Results

  • With an average annual program budget of $25M (2022-2023), we reached senior IT decision makers in as many as seven countries simultaneously.

  • Among campaign-aware respondents (vs. unaware), for the duration of the campaign, we drove an average double-digit lift in perception for the VMware brand and across the multi-cloud infrastructure, digital workspace, networking and security categories.

  • Our campaign met or exceeded seven out of eight engagement benchmarks across omnichannel media per the latest available quarterly results (November 2023).

  • And it drove down-funnel (demand-gen) conversion lift across audiences targeted on LinkedIn by 138 percent among those who were first exposed to our brand campaign vs. those who were not (per October 2023 data).

Stats

  • Markets: US, UK, ANZ, India, Singapore, Japan, Canada

  • Audience: Senior IT decision-makers, C-suite business decision-makers

  • Annual budget: $22M US

Credits

  • Campaign strategy; brand-to-demand approach: Karin Tanaka

  • Tagline: Karin Tanaka, Gray Chapman, Barry Cowan

  • Visual strategy and brand-to-demand visual system: Susan Olsen, Molly Cover, Jef Tyler

  • Positioning, messaging and copywriting: Karin Tanaka, Wendy Kaplan, Greg Thomas

  • Creative ideation: Karin Tanaka, Cathy Luo, Susan Olsen, Molly Cover, Jef Tyler, Lindy Groening, Rick Daniels, Jen Spoon, Wendy Kaplan, Amanda Galvez, Greg Thomas, Karla Ginzinger, Matthew Tincup, Sally Gardner, Stephanie Donohue, AJ Herrera, Gray Chapman, Impossible Engine, Aquent

  • Visual creative: Susan Olsen, Molly Cover, Lindy Groening, Jef Tyler, Jesse Holden, Rick Daniels, Jen Spoon, Matthew Tincup, Sally Gardner, Stephanie Donohue, Impossible Engine, Aquent

  • Content marketing: Krysten Medina, Shannon Waddell, Cathy Luo, Greg Thomas, Karin Tanaka

  • Website production: Cathy Luo, Houston Berry, Aquent 

  • Production and operations: Cathy Luo, Tara Hill, Aquent

  • Customer and partner recruiting: Dev Prabhu, Greg Thomas, Karin Tanaka

  • Media planning and execution: Karin Tanaka, Cathy Luo, Greg Thomas, Tara Hill, EssenceMediacom, JustGlobal

  • Performance metrics and insights: Amanda Galvez, Karin Tanaka, PSB Research

  • Financial management: Karin Tanaka, Tara Hill, Dragomir Dachev, Usha Dhulipala, Ismail Chaudry, Nick Benson

  • Procurement: Catherine Jones, Bridget Whooley, Tucker Bass