Snowflake is on a mission to help mobilize the world’s data and democratize it for all to use.
We worked closely with a small but mighty team of content experts at Snowflake to reach new audiences beyond the data practitioner. Our role was to create a category for thought leadership on their corporate blog, with a directive to develop a line of stories that celebrates data by attempting to answer the question:
what does data do for human beings?
In parallel with our story development, we were also responsible for developing the editorial art direction for thought leadership posts, giving the blog a more distinct identity with bespoke owned visuals.
Additionally, we created a tiered design system to ensure blog hero images in each content category had a defined style and template, easily scalable as we scaled the stories in the content calendar.
In addition to more data-driven stories about people, process, and technology, we were also tasked with looking at the content calendar from a social perspective, finding holiday milestones where we could infuse some fun, shareable, data-driven content.
Among our best performing infographics was one inspired by 4th of July traditions, which attempted to breakdown the variety of BBQ types that exist across the country to get people talking about what their favorite combinations might be.
With our small team of 2 part-time journalists and an art director, we were able to publish almost 50 stories and contribute to a 39% increase in net new audience engagement for thought leadership content. All posts were organic, with no paid media behind them.
Credits
My role: Creative Direction
Editorial Art Direction, Design & Illustration: Ben Durflinger
Copywriting: Derek Slater, Curt Hopkins
Agency: Ready State