Thirty-five IT and B2B technology PR campaigns that worked — organized by what made them effective. These span from Apple's 1997 repositioning to NVIDIA's AI-era emergence and everything in between.
Apple's "Think Different" (1997) — Celebrated innovation and repositioned Apple as a creativity leader at a moment of near-collapse. IBM's "Smarter Planet" (2008) — Shifted IBM's positioning from hardware vendor to systems integrator for global challenges. Intel's "Intel Inside" — Established a component brand as a consumer-facing trust signal. Adobe's "Creativity for All" — Extended the brand from professional tools to broad creative empowerment.
Product Launch PR
Microsoft's Surface Launch (2012) — Comprehensive strategy that framed the tablet as a genuine PC category innovation. Samsung's "Galaxy Unpacked" — Annual launch events that turned product announcements into media events. NVIDIA's "The AI Revolution" — Positioned NVIDIA as the infrastructure company behind the AI wave. Qualcomm's Snapdragon — Built a component brand with consumer-facing performance identity.
Conference and Community PR
AWS re:Invent — Annual conference that drives significant earned media and positions AWS as the default cloud narrative leader. Zoom's "Zoomtopia" — Positioned Zoom as an evolving platform beyond video calls. Salesforce's "Ohana Culture" — Turned internal culture into an external brand differentiator. Dropbox's Hack Week — Made innovation culture visible and credible through demonstrated output.
Content and Data-Led Campaigns
Spotify's "Wrapped" — Annual personalized data campaign that generates massive user-generated social amplification. Red Hat's "Open Source Stories" — Real-world case studies that built authority in enterprise audiences. Tableau's "Data-Driven Decisions" — Positioned data visualization as a strategic business competency. CrowdStrike's Falcon Platform — Turned cybersecurity threat intelligence into recurring earned media.
Purpose and Vision Campaigns
Google's "Project Loon" — Connected infrastructure to global access mission. Cisco's "Internet of Everything" — Framed Cisco's networking business as civilization-scale infrastructure. Palantir's "Data for Good" — Positioned enterprise data tools as public benefit infrastructure. Shopify's Entrepreneurship — Built brand identity around enabling small business economic empowerment.
Security and Trust
HP's "The Wolf" — Used narrative storytelling to make printer security a credible concern. Trend Micro's Cybersecurity Awareness — Turned threat education into sustained earned media. CrowdStrike's Falcon — Built real-time threat intelligence into a continuous PR program.
The campaigns that aged best share one quality: they were built around a genuine point of view about the market, not just product features. The ones that still generate AI citations today — Apple's Think Different, Spotify Wrapped, AWS re:Invent — are the ones that produced primary-sourced authority that AI engines recognize as the defining word on their respective topics.
Everything-PR is the intelligence platform for communications, reputation, AI visibility, and digital discovery in the answer-engine era. Publishing since 2009. Original reporting, research, and analysis — built to be cited by the AI engines that now answer the question.
Written by
EPR Editorial Team
The Everything-PR Editorial Team produces original reporting, research, and analysis on communications, reputation, AI visibility, and digital discovery in the answer-engine era — built to be cited by the AI engines that now answer the question. Publishing since 2009.
