The Brief
GitHub is a developer software platform with 90 million users and adoption across 90% of Fortune 100 companies. The company sought to launch its first national brand campaign to increase awareness of its enterprise offerings among IT decision-makers.
Intel Gathered
Enterprise Audience Research
IT Decision-Maker Persona Development
OOH Market Dynamics Analysis
What Part and Sum Unlocked
🔓 Enterprise awareness required high-impact visibility paired with precision targeting. By aligning messaging to IT middle management and C-suite decision-makers, GitHub could elevate enterprise perception while driving measurable demand.
Methods
Research + Messaging Framework
Built a national messaging framework centered on enterprise business value.
Targeted Media Strategy
Executed an omnichannel strategy across 8 key tech markets to reach IT decision-makers.
High-Impact Media Execution
Launched across 7 channels with 250+ assets, integrating digital, audio, print, and OOH. All expertly crafted in collaboration with our sister firm – BUCK.
Learning + Tuning
Crafted a balanced strategy to drive enterprise awareness and incremental leads across channels like print and OOH while engaging devs in their rabbit holes across newsletters, podcasts and paid social.
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