Oracle Vitrue

Background

Oracle is one of the world’s largest technology companies. In 2012, it wanted to boost its social media offering and undertook a number of acquisitions including social media platform Vitrue. Resulting from this Oracle then created Oracle Social Network – a social relationship management platform that provides a broad range of social tools designed to capture and preserve information flowing between people, enterprise applications, and business processes.

Brief to CubanEight

Following its number of acquisitions in the social media space, Oracle needed to boost its content in this field to demonstrate expertise. Central to fuelling a variety of marketing activities was content. Oracle needed a range of collateral covering enterprise social media.

Prior to its acquisition by Oracle, social media platform Vitrue had been working with CubanEight to run the UK PR campaign to boost its presence and visibility in the market. Following the acquisition of Vitrue by Oracle, Oracle briefed CubanEight to create a range of content for use by PR, events and marketing teams across the EMEA region.

Campaign strategy

CubanEight developed a content schedule to respond to Oracle’s needs (multi-purpose content that could be utilised across the EMEA region). Drawing on our experience in the sector, and undertaking research into Oracle’s social positioning we were able to identify relevant content to respond to these needs.

Tactics/activity

CubanEight created a range of content including:

  • Byline article synopses
  • Industry data point documents
  • Trends predictions
  • Infographic statistics
  • Point-of-view documents

 

Campaign outcomes

All content reflected Oracle’s position as an expert in the social media enterprise space – conveying positive messages regarding the increasingly important role of social media in a business context, and providing contextual data points from industry research.

The content has been used throughout the EMEA region across marketing and PR departments, as well as being utilised by spokespeople for speaking opportunities and media briefings. It has also been localised in various regions for location specific outreach.