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CASE STUDY | AMD

Igniting a developer-first open-source movement to challenge the established leader in AI​

The Challenge

With AMD’s primary competitor dominating the AI conversation, AMD, a global semiconductor company, needed to elevate engagement with developers, a key yet traditionally skeptical audience, around the benefits of its open AI platform.​

The Strategy

Our developer sentiment research showed us that to entice developers to AMD’s new open-source platform, we had to educate and inspire them by highlighting the possibilities of this new product. We went on a world-building endeavor to show developers the possibilities of what the platform could achieve. ​

The Solution

Our team created a content engine that was more than a campaign—it was the start of a developer-first, open-source movement. It included: ​

  • A provocative fireside chat with Zach Kass, AMD’s SVP of AI, who also chairs Ruder Finn’s global AI Advisory Council and was previously the Head of Go-To-Market for the leading AI developer​
  • AI-generated cinematic film built on their AI open-source ecosystem​
  • AI-generated audiograms transforming educational white papers into high performing, snackable, internet friendly content​
  • Channel-specific content tailored for X and YouTube​

The Impact

In the first 30 days of execution, the program saw a major shift in developer engagement:​

  • The fireside chat is the most watched interview video on AMD’s YouTube channel​
  • +300k views of the AI-generated cinematic film​
  • 31k social views across teasers and promos​
  • 4x higher CTR for AI-generated content vs. static blog posts on X​
  • 9x CTR above X engagement benchmarks​
  • 134% lift in daily conversation and shares on X​

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