Repositioning a Brand with Thought Leadership

Seagate sought to tell a story of the growing value of data in an age driven by IoT and AI. The company launched a resulting campaign around Data Age 2025, working with research firm IDC, focusing on the expected growth of “life critical data” - data used in edge applications like self-driving vehicles and telemedicine. The integrated paid, owned and earned media campaign included paid social media with report highlights, a media and analyst event at the NASDAQ Marketsite in San Francisco hosted by ZDNet and a campaign landing page. The thought leadership campaign saw more than 60k people download the full white paper with time on site of over 3 minutes.