CHALLENGE:
Tanzu, a VMware company, hired Just Drive Media to support the company on social, including increasing brand awareness, building community and asserting leadership in a technical, developer-focused space.
APPROACH:
In 2020, our first year as the brand’s social partner, we supported the promotion of its long-time premier conference – SpringOne – through a transition from in-person to virtual. We put forth a social-first strategy to drive registration, awareness and engagement, pulling in influencers, executive comms, and a variety of content types across social channels.
OUTCOMES:
Our organic social efforts alone resulted in over 42k engagements, 43.5k website visits, and more than 2.6k registrations. Other notable social results include 83.5M potential impressions, user generated content from 3.2k unique creators, and 83k views of the Twitter livestream. Alongside the social success, the push behind 2020’s virtual event drove positive sentiment for SpringOne overall to 92%, up 16% YoY. Bolstering trust, awareness, and reputation among the developer community was considered a major win.
