Industry Leader to Category Creator

brand strategy & positioning

executive visibility

Splunk was Looking to Launch into a New Category and Make the Biggest Splash Possible

You may know Splunk as Cisco’s largest-ever acquisition. Before that deal closed, Splunk was looking to expand its position from that of a leader in data search, monitoring, and analysis to the world’s first “data-to-everything platform.” Splunk was looking to launch into a new category and make the biggest splash possible.

01

The Challenge

Splunk’s offerings were focused on helping companies tame massive quantities of machine-generated data through effective search and monitoring software. This naturally dovetailed with a growing emphasis on cybersecurity. Yet, for its next expansion into a new category, Splunk wanted to prove it could go even further.

02

The Solution

Our global, integrated communications strategy helped establish Splunk as a thought leader on the emergent issue of Dark Data. Then, a launch keynote in which Splunk’s then-CEO Doug Meritt shared the stage with former President Barack Obama helped secure Splunk’s leadership in the space.

We leveraged that new position and our strong relationships with business, broadcast, tech, and local media, as well as with influencers, to raise Splunk’s brand recognition. Our social media creative closed the circle with narrative-focused content pillars that fueled the biggest online engagement in Splunk’s company history.

Each piece of our strategy came together in what Constellation Research called “one of the most sophisticated launches of the decade.”

03

The Results

40%

Software revenue growth; ARR of $1.44B, up 53% YOY

147

Total articles, 85 features, 26 broadcast mentions

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