F5 - a global company specialising in application services and application delivery networking (ADN) - and one of their suppliers, Red Hat - the world’s leading provider of enterprise open source solutions - sought our assistance in helping them break into the DevOps movement in South Africa. Their aim was to build relationships with DevOps professionals by hosting an event dealing with issues relevant to the DevOps industry.
As F5 and Red Hat were targeting a completely new market to them, they (and us) were faced with a number of challenges, chief of which was how do we bring IT professionals in Johannesburg together so that they can benefit from the F5 and Red Hat partnership?
Another significant challenge was how do we engage IT professionals in a cost-effective manner without sacrificing the depth of their engagement. F5’s brand perception in front of the Developer and Operations personas is of critical importance. These audiences (especially the under 30’s segment) are very sensitive to advertising, and have a distaste for corporate attempts to get them to buy outright. In light of this, all communications need to lead with value and should avoid product-specific offers until buying intent is shown.
Our solution was a campaign built around an integrated journey, culminating in a highly relevant, tailored local event in Johannesburg:
F5 & Red Hat were not only able to penetrate the DevOps market, but also do market research to help them better understand their new market and provide value from their first event.
Using these tactics innovatively, we were able to improve F5 and Red Hat’s positioning in the strategically critical DevOps market by targeting and engaging with new prospects in a 3-part interaction:
The DevOps campaign run with The Social Effect had resulted in a much better than expected outcome as we managed to quickly and effectively reach (and exceed) the measurables for the campaign. The campaign was also very well thought out and incorporated various digital marketing tactics to attract and drive engagement from a new group of personas. We also gained valuable insights into the local DevOps community and their areas of concern and interest.
Field Marketing Manager for SSA Region at F5