As generative AI entered the mainstream, Snowflake wanted to promote its new AI-powered features designed to save data engineers and scientists time. Building on a previous marketing insight that time is a data scientist’s most valuable asset, our team set out to create a campaign that was as streamlined as the tools it promoted.
As lead strategist and writer, I pitched several messaging directions before landing on “TL;DR Your Data”—a concept that highlighted Snowflake’s ability to cut through complexity. The challenge was turning long product demos (some lasting up to 90 minutes) into short, engaging content. We decided to create a video series hosted by Snowflake’s Lead Developer Advocate, Dash Desai, focusing on how their tools solved real-world problems.
TL;DR Your Data
I deconstructed Snowflake’s existing demos into concise scripts, consulted with their team for feedback, and collaborated with our lead designer on visual storyboards. After securing approvals from Snowflake’s brand and legal teams, we moved into production. The final videos, distributed on Snowflake’s LinkedIn and X accounts, achieved an 4.40% average engagement rate—a 40% improvement over previous campaigns—and won a Folio Award for Best in Social Media.
By making complex tools accessible and engaging, the campaign cemented Snowflake’s position as a leader in generative AI innovation.
