Pure Storage – Communicating on Local Growth
Sector of activity :
B2B Tech
Type :
Challenge :
Highlighting Pure Storage’s French-market successesApproach :
Shifting from product-focused communication to a strategic narrative through interviews and expert piecesResults :
Achieving greater visibility with 20 secured interviews and 10 published expert articles
Challenge
Pure Storage, a global Flash Storage leader, has seen significant growth both internationally and in France in recent years. While journalists were kept up to date on the company’s overall performance, often via press releases announcing financial results, Pure Storage wanted to shine a brighter spotlight on the success of its French team.
Approach
OneChocolate shifted focus away from product-centric communication, placing greater emphasis on the broader strategic narrative. This translated into more opportunities for local spokespersons to connect with specialized and business media. The team organized regular one-on-one lunches with key journalists, as well as in-person or phone interviews on a range of topics—company profiles, leadership stories, green IT, and more.
Spokespersons were also showcased through expert pieces tackling issues aligned with the company’s strategy, like sustainability, AI, fully flash-based datacenters, storage-as-a-service, and broader Tech trends.
Results
In just a year, Pure Storage’s French team significantly raised its visibility. Overall, ten interviews were organized—including three informal lunches—plus several video interviews. OneChocolate secured more than 20 press appearances for the Country Manager alone (interviews, quotes, lunches, and so on). The expert articles also performed well, earning ten placements in both IT and business publications such as Les Echos, L’Usine Nouvelle, and Le Journal du Net.
