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Turning voices into impact

Snowflake drives 3x higher CTR for their first-ever Dev Day event by retargeting engaged audiences with Thought Leaders Ads

Snowflake is a cloud-based data storage and analytics platform that helps organizations manage and analyze large amounts of data. In 2024, Snowflake hosted their first-ever Dev Day event, which was co-located with their annual Snowflake Summit. Designed for a niche audience of developers, data scientists, engineers and data professionals, Dev Day brought the latest in Artificial Intelligence and Machine Learning technology to attendees in the form of tech demos, expert sharing sessions and more.

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THE CHALLENGE

To create excitement and drive attendance for both events, Snowflake capitalized on LinkedIn’s Thought Leader Ads. The brand had seen early success from testing out the ad format in other events and was confident enough to use Thought Leader Ads as their only event marketing tactic for Dev Day on LinkedIn.

THE SOLUTION

For Data Cloud Summit, Snowflake ran both Single Image and Thought Leader Ads. The latter leveraged two external voices: a speaker and an attendee. By amplifying the right voices in an authentic way, Thought Leader Ads earned an impressive 5.6% clickthrough rate (CTR), which was 2.7x higher than Single Image Ads. 

With Thought Leader Ads proving to be an effective way to communicate their brand message and engage their target audience, Snowflake doubled down on this ad format to drive registrations for their first-ever Dev Day. Snowflake retargeted engaged audiences with a Thought Leader Ad by an internal thought leader, Principal Developer Advocate Dash Desai.

As a subject matter expert, Dash’s promoted post earned 21.2% CTR and drove 64 sign-ups from a technical audience of data professionals. This contributed to Snowflake securing registrations from 40 targeted accounts for the inaugural event.

THE RESULTS

Thought Leader Ads supercharged engagement and registrations for Snowflake’s Data Cloud Summit and Dev Day event, producing: 

2.7x

Thought Leader Ads achieved 5.6% CTR, which was 2.7x higher than Single Image Ads

40

For Dev Day, 40 targeted accounts signed up for the event

21%

For Dev Day, retargeted Thought Leader Ads drove a 21% CTR

“We make it a practice to test new advertising options. The results rarely blow us away, but Thought Leader Ad results did!”

Casey Patterson

Casey Patterson

Director, Account Based Marketing 
Snowflake

Snowflake delivers the AI Data Cloud — a global network where thousands of organizations mobilize data with near-unlimited scale, concurrency, and performance. Inside the AI Data Cloud, organizations unite their siloed data, easily discover and securely share governed data, and execute diverse analytic workloads. Wherever data or users live, Snowflake delivers a single and seamless experience across multiple public clouds. Snowflake’s platform is the engine that powers and provides access to the AI Data Cloud, creating a solution for data warehousing, data lakes, data engineering, data science, data application development, and data sharing. View Company page.

Headquarters: Bozeman, Montana, USA |  No. of Employees: 5,001-10,000 |  Industry: Data Cloud

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