Challenge
By 2013, New Relic was growing fast but needed to expand beyond its core SMB developer audience. The goal was to reposition the brand to reach broader business and technical decision-makers, showing that the value of data extended far beyond developers.

Approach
We launched the Data Nerds campaign around a simple idea: everyone—from CEOs to developers—is becoming data-obsessed. With the message “New Relic helps you unleash the stories your software data is trying to tell you—making us all Data Nerds,” the campaign celebrated this universal shift toward data-driven thinking.

The creative centered on authentic customer stories, featuring quotes, photos, and logos from brands like Airbnb, Zendesk, HotelTonight, MyFitnessPal, Strava, and Bleacher Report. Their participation amplified credibility and extended our reach into new markets.

My Role

• Led creative direction from concept through execution

• Partnered with internal teams on strategy, storytelling, and design

• Directed customer photo shoots and oversaw production of all assets

• Delivered a cohesive, multi-channel campaign that elevated New Relic’s visibility

Impact

• Ran fully in-house across digital, social, OOH, video, and events

• Broadened New Relic’s audience and strengthened brand credibility

• Positioned the company as an essential partner for data-driven businesses

• Elevated customer advocacy while reinforcing New Relic’s leadership in innovation