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The world’s most advanced enterprise data centers rely on Nutanix web-scale technology to power their mission-critical workloads. Nutanix supports the world’s next generation of enterprise IT by delivering storage and server virtualization as a turnkey, scalable hyper-converged solution. The U.S. Army, eBay, Toyota, IKEA, Samsung, and hundreds of other global enterprises trust them to supercharge their data center infrastructure, earning Nutanix a well-deserved $2B+ valuation along the way.
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Nutanix has an established reputation as a disruptor and innovator within a traditionally safe and sterile enterprise IT marketplace. The Nutanix Enterprise Cloud has much more to offer than typical server stacks and, to market their product as such, they required a global campaign that was just as disruptive and innovative as the offering itself. Nutanix needed to implement an unbuttoned, approachable campaign that would speak to their target segment Because they had partnered with Grizzly on previous marketing initiatives, we eagerly took on the task at hand.
We worked closely with the Nutanix team to call out the archetypes of their potential customers, identifying their pain points and daily struggles. We turned the paradigm on its head and zeroed in on the IT professionals as individuals. The key driver of the campaign was empowerment. For better or for worse, IT can be a thankless and exhaustive department within a company and Grizzly wanted to legitimize IT professionals in an unprecedented way. Every element of building the campaign served to elevate IT’s position in an organization. With vignettes such as the ‘IT guy’ being praised and adored by colleagues and the office ‘Rockstar’ or ‘MVP’ reveling in a corporate victory, all of our illustrations demonstrated the raw power and impact of adopting the revolutionary Nutanix infrastructure.
The ‘IT Hero’ campaign ran in Forbes, the Wall Street Journal, various international trade publications, and dozens of digital outlets. The success of the campaign was both immediate and obvious. Its digital ad placements demonstrated a conversion rate of more than 430% above previously benchmarked campaigns and international averages, directly resulting in numerous high-profile partnerships and further establishment of Nutanix seat at the head of the table.