Snowflake’s fast, flexible, and user-friendly platform has made it an essential component for data-driven organizations’ tech stacks around the world. After fostering a loyal audience of data engineers, Snowflake asked our team to lead a marketing initiative focused on winning the hearts and minds of data scientists.
As lead strategist, I was in charge of spearheading the discovery phase. I facilitated a creative workshop to create alignment with Snowflake’s internal marketing team, dissected user interviews, and conducted social listening research to better understand data scientists as an audience.
I compiled my findings into a factbase outlining the audience’s values and pain points, and developed a framework of guiding principles to find a singular grounding truth to anchor our campaign against: time is a data scientist’s most valuable asset.
After getting 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 internally at Snowflake, that they asked our team to develop videos for social and event collateral built around “Full-Time Model” for their 2022 Summit conference. The campaign was a hit—garnering ~250k impressions, a 1.85% engagement rate on social, and was internally hailed as one of the best campaigns of the year by Snowflake’s CMO.
Since then, I’ve led campaigns for new features, like Snowpark, and worked as a contributing author for Snowflake’s blog.
Full-Time Model
