VMware software powers the world’s complex digital infrastructure. The company was looking for an engaging way to educate audiences around the hottest trends in digital culture and how innovative technologies, such as AI, cloud and 5G, make it all possible.
VMware developed the Pop Culture Tech podcast with host Blakely Thomas-Aguilar to explore how technology innovation fuels our favorite pop culture trends — and vice versa. Thomas-Aguilar talks to business leaders and digital visionaries to discuss future tech and innovative trends.
With a target audience of business leaders, IT decision makers and technology fans, the team utilized VMware customer lists to build lookalike audiences, as well as build custom affinity audiences of people who are searching for topics related to tech innovation. To attract new listeners, the team used a combination of organic amplification across social and owned channels, as well as paid programs and advertising across search, social and YouTube. In addition, the Pop Culture Tech series serves as a top-of-funnel hook to engage users, then retarget visitors and engagers with additional relevant content from RADIUS, VMware’s thought leadership platform.