Strengthening Brand Awareness Through Content
Pure Storage approached April Six with the challenge to increase brand awareness and position Pure Storage as the leading modern storage provider delivering a differentiated competitive advantage over legacy vendors (i.e. Dell/EMC, NetApp) validated by the success stories of their customers.
To do this, Pure’s global marketing strategy needed to educate the market on what a modern storage experience looks like and how Pure delivers this experience to their customers.
Our strategy focused on persuading storage admins and infrastructure directors inclined to remain with legacy storage brands. That Pure Storage should be in their consideration set because Pure offers a different way of doing storage, one that delivers IT agility and solves both storage and broader IT challenges.
Our global brand campaign, brought to life the Evergreen experience via a refreshed .com, digital global OOH, event activation and VR experience to provide customers and prospects with a truly interactive modern storage experience. Our global messaging was anchored in the pillars of Evergreen, stay modern, agile, and innovative – without disruption, downtime or data migrations, while protecting your ainvestment / never re-buying TBs you own.