Despite being known within the developer community, DigitalOcean wanted to expand its brand awareness beyond its core audience to include tech enthusiasts, digital native enterprises, and developers new to cloud computing. The key challenge was to elevate awareness around its Gradient platform and Bare Metal GPUs and position DigitalOcean as a credible alternative to other cloud platforms, like AWS, Google Cloud, and Azure through an influencer-led campaign in Europe, USA and APAC regions. Educate the target audience on the ease of deploying AI/ML models using DigitalOcean’s tools.

Influencer marketing : 

• Instagram Reels, TikTok and X: Focused on product demos, including AI/ML model deployment and features of Bare Metal GPUs.
  
  
• Instagram Stories: Engaged users with tutorials and step-by-step guides, driving them to explore DigitalOcean’s Gradient AI platform.
  
  
• Influencer Collaboration: Partnered with 14 influencers over 3 months during the Gradient launch, engaging creators across North America, Europe, and India to maximize global reach.
  
  
• Hashtags: We utilized #DOgenAI to track the campaign and increase visibility.
  
  

The campaign’s success can be measured through the following performance metrics:

• Quantitative Results:
  
  
  • Video Views: ~200K+ views across Instagram Reels, TikTok, and YouTube Shorts.
    
    
  • Link Clicks: ~2,600+ clicks, leading to increased traffic to DigitalOcean’s landing pages.
    
    
  • Total Interactions: 14K+ interactions, including likes, comments, and shares.
    
    
  • Geographical Reach: Engagement from a mix of Indian, European, and US audiences covered countries - Germany, Canada, Singapore, France, USA.
    
    
• Qualitative Results:
  
  
  • Brand Perception Shift: DigitalOcean is increasingly seen as a developer-friendly AI/ML platform specially the traction on Gradient AI.
    
    
  • Audience Engagement: Influencer content was viewed as authentic, credible, and valuable, particularly among audiences unfamiliar with DigitalOcean's AI tools.
    
    
  • Strong Resonance: Content highlighting ease of use and “1-click deployment” generated significant traction, as it demonstrated practical use cases that resonated with the audience.

The client expressed satisfaction with both the content quality and its performance:

• Content Quality: The client was pleased with how on-brand and educational the content felt, noting the right balance of technical detail and approachability.
  
  
• Influencer Selection: They appreciated the creator-first approach and the selection of influencers who could authentically integrate DigitalOcean’s offerings into their content.
  
  
• Engagement: The client valued how the campaign focused on organic, educational engagement, avoiding hard-selling tactics.