Snowflake

Snowflake was in the middle of a big year and wanted to make it even bigger by announcing a $450 million funding round. Bospar PR was faced with the difficult task of keeping coverage on message, focusing on Snowflake’s strong investor relations and the importance of its customers’ success, rather than questions about acquisitions or IPO plans.

The Bospar PR team leveraged Snowflake’s core values and history of putting its key stakeholders first, starting with customers, and baking these values into the messaging. Bospar was careful to avoid news leaks by enforcing a strict embargo and sharing information with a very select group of media.

Bospar’s messaging and media strategy focused on:

• Leveraging favorable market dynamics and applying strong competitive pressure: 
  • Bospar recommended emphasizing Snowflake’s first-mover advantage in a highly-fragmented market; the company needed to preempt potential large rivals and downplay smaller players.
  • Bospar developed messaging for Snowflake to position itself as a neutral multi-cloud partner with hyperscalers Amazon, Google and Microsoft, all of which Snowflake relied on for data storage, while engaging in a “David versus Goliath” battle for market share with these giants. 
• Showcasing advantages of a multi-cloud environment and Snowflake’s role in a multi-cloud strategy
  • Bospar recommended and created messaging to support Snowflake’s battle for retail public cloud dominance by promoting Snowflake’s Microsoft Azure partnership.
  • Bospar mined original data to illustrate Snowflake’s understanding of the evolving cloud data ecosystem:
    • Bospar suggested and executed a survey regarding the role, status and outlook of the data workforce in technology companies and enterprises.
    • Bospar created headlines that spoke to audiences across business and technology outlets.
• Promoting executive profiles as secret weapons behind Snowflake’s success
  • Bospar positioned Snowflake CEO Bob Muglia as an authority on the cloud revolution along with “Microsoft Mafia” alumni to lay the foundation for Snowflake’s hot new image during their tenure. 
  • Bospar also promoted executive bench profiles as the “secret weapons” behind Snowflake’s success.
• Promoting Snowflake’s flawless execution
  • Bospar’s strategy also included showcasing Snowflake’s virtuosity in scaling revenue, winning top-tier customers, and retaining and expanding with them.
  • Bospar also promoted customer star power and activations across a range of industries in its media outreach and interviews.