MariaDB is a new-generation database company. Its unified, enterprise-grade database platform supports any operational model, from self-managed deployments to the fully managed cloud.
In 2020, the client came to Bospar to activate social media services to drive brand awareness. That included organic and paid social media elements across X, LinkedIn, Facebook/Meta, YouTube and Reddit.
The database landscape is noisy, and many developers and business leaders are busy, focused on the ever-expanding demands of database solutions. Bospar’s social media experts needed to position the client, a leader in a crowded market, to stand out from the rest and emphasize that its product offerings are ideal for supporting enterprise database needs.
Bospar created a comprehensive multi-channel social strategy, including content development, community management and lead generation, to capture attention and drive engagement among target audiences. Over nearly six years, the client and Bospar would need to ensure we maintained clear goals and KPIs as initiatives, priorities and markets shifted.
Bospar’s social media team collaborated with the client to implement the multi-faceted, cross-channel organic and paid social strategy. Our goal was to appeal to both developers (users of the client’s B2B technology) and business leaders (decision-makers behind their DBaaS).
Through an extensive organic content program, Bospar created thousands of social posts for the client’s channels. The team tailored content to each platform and supported social media text with eye-catching and engaging visuals. Content spanned from technical how-tos on X to major business news on LinkedIn. Our social media experts also leveraged platforms like YouTube and Reddit for channel-specific technical content designed to drive developer conversation.
Through always-on social monitoring, Bospar flagged organic conversations about the client, identifying areas for outbound engagement and audience expansion. This led to several organic partnerships with industry thought leaders and well-respected developers like The Serious CTO. Monthly quarterly, and annual social media analytics reporting enabled Bospar to track performance, measure against set KPIs and determine what worked best.
To further amplify the growth and success of this client’s channels, Bospar launched and managed several paid ad programs. YouTube advertising enabled the company’s channel to grow exponentially in subscribers and views, building community and increasing education around our public relations client’s product offerings. LinkedIn and Meta advertising drove awareness of company news and sign-ups for on-demand downloads of client-hosted webinars. Together, paid and organic traffic increased lead generation and website clicks.
Always on the edge of innovation and “the next big thing,” the Bospar social team constantly monitored and addressed emerging trends and platforms with the client in mind. Over the course of the partnership, the team activated on channels including Mastodon, Threads, GitHub, Medium and Bluesky, ensuring the client’s brand was reflected with consistency and appeared wherever its audience was active.
Results (June 2020 vs. March 2026)
230,000+ new followers and subscribers across platforms
482% increase in monthly LinkedIn engagements
694% increase in monthly LinkedIn page unique visitors
19,609% increase in monthly YouTube views
The success of our program and partnership can be measured in numbers and in time.
In an industry of frequent turnover between agencies and clients, the six-year collaboration defied the odds. Our public relations agency-client partnership was built on trust, understanding and a fierce commitment to reaching the client’s stated goals.
