Riverbed Case Study

Challenge

With more than $1 billion in annual revenue, Riverbed is the world’s leader in application performance infrastructure. So it’s safe to say that the organisation’s expectations are fairly high for any given project. And such was the case when Riverbed set out to publicise their ‘The Transformers’ report, which documented the progress companies are making across the globe in their bid for IT excellence.

Riverbed laid out the challenge to their various agencies in the EMEA region: achieve quality, widespread coverage across high profile publications.

Approach

We worked closely with Octopus Group, Riverbed’s EMEA hub agency, to create compelling, relevant stories that would resonate strongly within the local media landscape.

A toolkit of materials for the launch of the report were created to provide a variety of news angles – a press release, a data sheet, a thought leadership article, a tips article and social media content – so as to cater to a selection of media outlets.

Thanks to our focus on platform-specific and locally relevant content, we were able to secure quality coverage in tier 1 publications such as Finweek, Business Day and Brainstorm, as well as an appearance on CNBC Africa’s “Money Matters” show.

As the only partner agency to secure television coverage, we were subsequently given a global commendation by Riverbed for our efforts.

Impact

• We planned and managed the content strategy for the ‘The Transformers’ report in South Africa, repurposing content for various publications.
• As a result, high level publicity was achieved in various business publications.