Ad Strategy

Cloudinary has 12 product lines, marketed across 20+ channels. That added up to more than 300 different conversations with the same buyer. Every launch led with its own product, and buyers couldn't see where they fit.

The problem

We used to approach launches product first. But the product is confusing, and people often didn't understand how it related to them.

The pivot

In Q3 2026, marketing set a new strategy built around three industries: retail and ecommerce, travel and hospitality, and media and publishing. In response, the creative director and I changed the way we approach launches entirely. Instead of leading with the product, we lead with the buyer's industry, so customers can see themselves in the ad and see where Cloudinary can help.

The look and feel

The pivot also changed how our ads look. Our previous ads were product heavy, depicting technical features that could alienate a non-technical audience. Now we showcase what Cloudinary can do for your company, with high-quality photography and a simple framing device I created. It illustrates the versatility of the platform without stealing focus, and lets the audience see themselves in it.

One system, three industries

Instead of making new assets for every conversation, we re-cut the same assets for each industry. The product hook still gets attention up front. Then remarketing shows that industry's use cases and brands the buyer already knows, so they trust what they see when they click.

Retail and ecommerce: Shoot once, sell everywhere — every SKU, every channel

Travel and hospitality: Pages that load before the traveller loses patience

Media and publishing: Every story on air, on every screen, the same day