Cloud Data-Warehouse Company Snowflake Names Bospar as AOR
Snowflake, a global leader in cloud computing-based data warehousing, named Bospar agency of record after a consulting engagement delivered impressive results. Bospar’s expertise and outstanding performance throughout the initial campaign led to Bospar’s strategic pitch to Snowflake outlining Bospar’s vision to increase Snowflake’s media coverage and connect with its customers. One of Bospar’s major projects included a public relations campaign for a massive $450 million funding round.
Challenge
Snowflake was in the middle of a big year and wanted to make it even bigger by announcing a $450 million funding round. Bospar PR was faced with the difficult task of keeping coverage on message, focusing on Snowflake’s strong investor relations and the importance of its customers’ success, rather than questions about acquisitions or IPO plans.
Strategy
The Bospar PR team leveraged Snowflake’s core values and history of putting its key stakeholders first, starting with customers, and baking these values into the messaging. Bospar was careful to avoid news leaks by enforcing a strict embargo and sharing information with a very select group of media.
Bospar’s messaging and media strategy focused on:
- Leveraging favorable market dynamics and applying strong competitive pressure:
- Bospar recommended emphasizing Snowflake’s first-mover advantage in a highly-fragmented market; the company needed to preempt potential large rivals and downplay smaller players.
- Bospar developed messaging for Snowflake to position itself as a neutral multi-cloud partner with hyperscalers Amazon, Google and Microsoft, all of which Snowflake relied on for data storage, while engaging in a “David versus Goliath” battle for market share with these giants.
- Showcasing advantages of a multi-cloud environment and Snowflake’s role in a multi-cloud strategy
- Bospar recommended and created messaging to support Snowflake’s battle for retail public cloud dominance by promoting Snowflake’s Microsoft Azure partnership.
- Bospar mined original data to illustrate Snowflake’s understanding of the evolving cloud data ecosystem:
- Bospar suggested and executed a survey regarding the role, status and outlook of the data workforce in technology companies and enterprises.
- Bospar created headlines that spoke to audiences across business and technology outlets.
- Promoting executive profiles as secret weapons behind Snowflake’s success
- Bospar positioned Snowflake CEO Bob Muglia as an authority on the cloud revolution along with “Microsoft Mafia” alumni to lay the foundation for Snowflake’s hot new image during their tenure.
- Bospar also promoted executive bench profiles as the “secret weapons” behind Snowflake’s success.
- Promoting Snowflake’s flawless execution
- Bospar’s strategy also included showcasing Snowflake’s virtuosity in scaling revenue, winning top-tier customers, and retaining and expanding with them.
- Bospar also promoted customer star power and activations across a range of industries in its media outreach and interviews.
Snowflake announced its major funding without any leaks, and the Bospar PR team secured feature coverage in top-tier and vertical outlets, including articles in The Wall Street Journal by Angus Loten and Steve Rosenbush; Business Insider by Becky Peterson and Zoë Bernard; Fortune by Aaron Pressman and Adam Leshinsky, and Polina Marinova; CNBC by Jordan Novet; TechCrunch by Ron Miller and Connie Loizos; VentureBeat by Blair Hanley Frank; and many more.
As a result of Bospar’s work, Snowflake achieved an average of 48.39% share of voice (SOV) in its market with 185 total articles and 377,115,504 total unique monthly visitors (UMVs) over a six-month period.
Read more about how Bospar won the agency of record for Snowflake in PRWeek’s exclusive article by Thomas Moore, “Cloud Data Warehouse Company Snowflake Names Bospar as AOR.”
“We are highly customer-centric. I think our customers look to the media, and they should be the voice our consumers trust,” she said. “Our customers also trust their peers, so those two market channels are so important.”
— Denise Persson, CMO Snowflake
