After being acquired by IBM, Cleversafe reached out to Fusion92 to help launch its merger at IBM InterConnect 2016 through a social media campaign. Our goal was to drive visits to the company’s event booth and increase its mainstream awareness.

Cleversafe targets leaders across every major industry—media to government, financial services to service providers—to market its object storage platform, proven to work in the most demanding environments. The sheer scale of Cleversafe’s capabilities presented a unique challenge: How could Fusion92 communicate Cleversafe’s complex product in a simple manner, despite operating in an industry cluttered with data claims and cloud clichés?

We started with the “Be Data Smart” campaign, which consisted of evergreen ads featuring stunning photography that highlighted Cleversafe’s impact on Shutterfly’s business. We then asked potential Cleversafe customers, “Don’t you want to be data smart?"

In the days leading up to the conference, we launched #datasmart, an online, trivia-style game targeted at social media users, asking storage-related questions. During the conference, the #datasmart program merged with the booth experience, via brand advocates with iPads continuing the game in person.

In total, IBM InterConnect Facebook and LinkedIn IBM ads ran from 2/16–2/24. Throughout the 10 days, we generated 43,000 clicks from over 1.5 million impressions. The campaign was so successful Cleversafe requested that the program continue long after the show. Furthermore, Fusion92 earned Cleversafe’s business for four additional shows.