QLIK
Breaking Up with Informatica
When Salesforce bought Informatica, its customers didn’t need a rebound. They needed permission to leave.
Challenge
A Relationship That Stopped Working
In May 2025, Salesforce announced it was acquiring Informatica, and the deal closed that November. Overnight, Informatica’s customers, from CIOs to enterprise architects, faced questions nobody could answer about the roadmap, PowerCenter, pricing, and the future of on-prem. Every competitor was circling, and a standard takeout of feature charts and discounts wouldn’t move buyers whose real fear was regretting the switch six months later.
Insight
Don’t Be the Hero. Be the Friend with the U-Haul.
Beneath the talk of roadmaps and lock-in was a relationship that had stopped working. Customers felt stuck, but leaving felt risky, and a white knight would only make them feel foolish for staying. They didn’t need rescuing. They needed an advocate on their side cheering them along and making feel heard and seen.
Answer
Time For a Data Do-Over
“Breaking Up with Informatica” met anxious customers with humor instead of attack ads: a wink, not a roast, that punched up and respected their intelligence. Meg Ducatus gave their frustrations a voice, and a landing page, paid social, and a :30 spot turned the laugh into a clear, low-risk path to move.
The Campaign
Phase I: It’s not you, it’s Salesforce
Phase I said out loud what customers were feeling but not saying. Their frustration wasn’t really with Informatica. It was with a new owner they never chose: a cloud-first, closed ecosystem that put their on-prem investments and their independence in question. Short, sly social ads named that discomfort with a wink, then pointed everyone to the same next step: get ready to get outta Informatica.
Phase II: Introducing Meg Ducatus
Phase II introduced Meg Ducatus, Data Relationship Advocate: an over-the-top pitch-woman, relentlessly upbeat and entirely on the customer’s side. In thirty seconds, she gives voice to what Informatica customers had been feeling but couldn’t say. Then she turned that frustration into permission to move on, with a “data do-over” that led straight to Qlik’s platform line, Do Data Differently.
The Message Underneath
Under the humor sat one clear promise: Qlik gives you the freedom to own your data future on your terms. That meant an independent vendor with no corporate overlord, support for hybrid and on-prem, innovation already shipping, and a migration toolkit that made leaving real, not risky.
Results
25% of target accounts engaged.
$2.46M in pipeline
generated.
QLIK
Breaking Up with Informatica
When Salesforce bought Informatica, its customers didn’t need a rebound. They needed permission to leave.
Challenge
A Relationship That Stopped Working
In May 2025, Salesforce announced it was acquiring Informatica, and the deal closed that November. Overnight, Informatica’s customers, from CIOs to enterprise architects, faced questions nobody could answer about the roadmap, PowerCenter, pricing, and the future of on-prem. Every competitor was circling, and a standard takeout of feature charts and discounts wouldn’t move buyers whose real fear was regretting the switch six months later.
Insight
Don’t Be the Hero. Be the Friend with the U-Haul.
Beneath the talk of roadmaps and lock-in was a relationship that had stopped working. Customers felt stuck, but leaving felt risky, and a white knight would only make them feel foolish for staying. They didn’t need rescuing. They needed an advocate on their side cheering them along and making feel heard and seen.
Answer
Time For a Data Do-Over
“Breaking Up with Informatica” met anxious customers with humor instead of attack ads: a wink, not a roast, that punched up and respected their intelligence. Meg Ducatus gave their frustrations a voice, and a landing page, paid social, and a :30 spot turned the laugh into a clear, low-risk path to move.
The Campaign
Phase I: It’s not you, it’s Salesforce
Phase I said out loud what customers were feeling but not saying. Their frustration wasn’t really with Informatica. It was with a new owner they never chose: a cloud-first, closed ecosystem that put their on-prem investments and their independence in question. Short, sly social ads named that discomfort with a wink, then pointed everyone to the same next step: get ready to get outta Informatica.
Phase II: Introducing Meg Ducatus
Phase II introduced Meg Ducatus, Data Relationship Advocate: an over-the-top pitch-woman, relentlessly upbeat and entirely on the customer’s side. In thirty seconds, she gives voice to what Informatica customers had been feeling but couldn’t say. Then she turned that frustration into permission to move on, with a “data do-over” that led straight to Qlik’s platform line, Do Data Differently.
The Message Underneath
Under the humor sat one clear promise: Qlik gives you the freedom to own your data future on your terms. That meant an independent vendor with no corporate overlord, support for hybrid and on-prem, innovation already shipping, and a migration toolkit that made leaving real, not risky.