Autodesk’s Cultural Strategy: Insights from CMO Dara Treseder

From The Walking Dead to the Oscars, and now to Star Wars, Autodesk is capitalizing on its association with iconic entertainment properties to connect with audiences. Known for its design and software solutions, Autodesk’s tools are instrumental in creating the visuals for high-profile entertainment, including the Star Wars universe at Lucasfilm and Disney.

The latest campaign highlights Autodesk’s role in the Star Wars saga, starting on May 4th, an unofficial holiday for fans, and leading up to the release of Disney+’s new show, The Acolyte. The campaign features a 60-second ad with exclusive behind-the-scenes footage of Pip, the newest droid from the show. The ads will be broadcast on Disney and Hulu, complemented by programmatic buys and social media content.

Fans are also invited to engage with the campaign by designing their own droids through a free trial, with the chance to have their creations showcased at Lucasfilm in San Francisco or Walt Disney Studios in Burbank, California.

This initiative is part of CMO Dara Treseder’s strategy to bridge the gap between B2B and B2C marketing. By leveraging beloved cultural touchstones, Treseder aims to make meaningful connections with Autodesk’s audience. Once potential customers are engaged, her team has crafted a comprehensive journey to guide them through the decision-making process.

In an interview, Treseder emphasized the significant emotional investment people have in B2B products, highlighting the profound impact on their teams and companies. “Deepening that emotional connection is very powerful, it’s very important, and that’s been a big part of our strategy,” she said.

Treseder also shared her approach to building trust with stakeholders and creating a marketing organization that effectively serves the business’s goals. This holistic marketing approach is designed to foster lasting relationships and drive Autodesk’s growth in the competitive tech landscape.

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