Ampere Product Launch and Strategy Roadmap Update
tl;dr
- Ampere is the challenger to established processor brands and needed to stand out as their chips become very competitive.
- Influence Matters developed a communication plan that would demonstrate Ampere’s technology superiority and efficiency towards the cloud infrastructure ecosystem in China via specialized press activities, amplified with social content.
- The launch achieved over 4 million page views across all channels and received 151 coverage clippings in top-tier semiconductor, IT, and business media, solidifying Ampere’s position as a leader in high-performance server chips and driving business growth.
The server market has been dominated by traditional x86 architecture for a long time. As a scale-up company that was set up only 5 years prior, Ampere developed high performance and energy efficient chips based on a different architecture for servers
Additionally, China had become one of the world’s largest server markets, with numerous local providers including Alibaba Cloud, Tencent cloud, but also server OEMs, looking for suppliers that would bring them an advantage in the future business of cloud computing.
Every year, Ampere’s annual product and strategy update is the company’s most important milestone. Ampere needed to leverage the milestone again to win over the attention and interest from potential clients and other key stakeholders efficiently and effectively, and drive business growth.
Influence Matters worked closely with Ampere’s sales, PR and marketing team to tailor the company’s communication messages for various groups of stakeholders in China, including server OEMs and operators, and devised a media relation strategy that would connect with groups of media verticals covering each stakeholder group.
The different media activities – press conference, briefings and press material – would show that Ampere is designing processors that match the expectations of future cloud applications in terms of computing power, while addressing energy and cost of operation concerns, and show their superiority against competition with benchmark data. Those messages would be delivered to media covering cloud, IT, semiconductor and business angles by global executives, including the CE, to show Ampere’s commitment to the Chinese market.
The program would be amplified by social media campaign on Ampere’s own platforms, delivering the same messages to the company followers.
The media communication plan resulted in over 4 million page views across all channels and 151 coverage clippings in top-tier semiconductor, IT, and business media including EETimes, CSDN, Zhiding, Technode, Caixin and Jiemian the overwhelmingly positive coverage resulted in organic coverage and reprints from a wider group of media and internet influencers. Ampere’s brand awareness significantly increased, and its messages were well-delivered through positive media coverage.
In the Press.
On social media.
What results look like
