Snowflake is a crucial platform for data-driven organizations around the world. After building a loyal following of data engineers, they asked our team to craft a campaign to win the hearts and minds of data scientists.
As lead strategist, I led the discovery phase by facilitating a workshop to create internal alignment with Snowflake’s marketing team, analyzing user interviews, and conducting social listening to better understand this new target audience.
After compiling my findings into a factbase, I used my insights to develop the campaign’s singular grounding truth: time is a data scientist’s most valuable asset.
After securing buy-in from stakeholders, I worked alongside an art director to concept, pitch, and deliver creative assets highlighting Snowflake’s time-saving benefits for data scientists. It all started with a simple t-shirt with a pithy value proposition: be a “full-time model”.
It was so popular, Snowflake asked our team to develop additional videos and collateral to promote their upcoming 2022 Summit conference.
The campaign gained significant traction—the t-shirt sold out immediately on Snowflake’s store, and videos generated 250k+ impressions across social with a 1.85% engagement rate. Snowflake’s CMO praised the "Full-Time Model" campaign internally, calling it one of their best marketing initiatives of the year.
Since then we’ve continued to build with Snowflake on new product/feature launches, editorial campaigns, and more.
Full-Time Model
