Built on Tape
Client: Fujifilm
Role: Lead Campaign Strategist
The Challenge
Tape is one of the most reliable and cost-effective ways to store data…but say the word tape around most data managers, and you’ll see ‘em flinch. Fujifilm needed to change that perception. The goal was to educate IT and data professionals on the real, modern benefits of tape-based storage, and build trust in a product they thought they’d outgrown..
The Approach
We started by talking to everyone—from long-time tape loyalists to self-proclaimed tape haters (my term, not theirs). Those conversations revealed what people truly value and what they misunderstand. From that insight, I built a foundational messaging strategy focused on performance, sustainability, and cost savings—all grounded in real-world user experiences.
That messaging became the thread for a full-funnel campaign spanning LinkedIn, Reddit, Quora, industry sites, and programmatic media. I led the creative and strategic development end-to-end from the core narrative to digital optimization throughout the campaign lifecycle.
The Fun Part:
The campaign didn’t just shift perceptions—it delivered.
1,600 qualified leads generated
49% increase in website visits
17% lift in conversion rate
81% increase in programmatic CTR
