Turning Thought Leadership as a catalyst for growth

VMware believes that software has the power to unlock new opportunities for people and our planet. VMware looks beyond the barriers of compromise to engineer new ways to make technologies work together seamlessly. Its software forms a digital foundation that powers the apps, services and experiences that are transforming the world.

VMware applies the principles of virtualization and software innovation to securely connect, manage and automate the world's complex digital infrastructure, and see opportunity to apply those same principles to growing technology areas like IoT, edge computing, and AI, amongst others.

The Challenge

Capitalize VMware CEO Pat Gelsinger’s visit to Mexico, highlighting his thought leadership reinforcing VMware’s position of as a leading brand in innovative technologies to improve business.

The Strategy

A thought leadership strategy driven by valuable content, through traditional Intelligent public relations (traditional media relations) and digital tactics (organic influencer marketing), to increase awareness and visibility of the brand, highlighting its focus on innovating everything it does, and its commitment to solve the most difficult technology problems for its customers, applying the same principles of virtualization and software innovation to securely connect, manage and automate the world's complex digital infrastructure.

The Results

Online brand awareness and reputation: +10 publications, both in print and online key media outlets, increasing VMware brand awareness and  its online visibiity and reputation through Pat Gelsinger’s vision on the innovative and cutting-edge ideas of  VMware as an authority and ITC sector reference, through his knowledge, advice and experience to drive organizations through high-performance tools.

Boosting inbound marketing:

  • Online media publications helped give greater longevity to valuable contents on Pat Gelsinger’s vision, on the era of the technological superpowers - Cloud, Mobility, Internet of Things and Artificial Intelligence- and how their combination generates great advantages for the efficiency of Mexican companies.
  • Supporting its inbound marketing and SEO positioning, optimized content with key search words and backlinks made content searchable and shareable, key to drive the brand´s thought leadership (content that answers questions of potential clients and guides business decision making).

Organic influencer marketing: +20 mentions of organic micro influencers, media and journalists who use social networks amplified the contents of VMware and its CEO, focused on his vision of tech superpowers in niche markets such as technology and business, introducing VMware to a network of potential buyers and future promoters of the brand.