We decided to communicate the change through storytelling. We packed the news into an engaging story about Western Digital's corporate milestones, covering the arrival of Western Digital Ultrastar as one of them. We chose habr.com as the core medium for the publications, since it reaches out to the most part of our target audience. The article was written in the formal of the editorial material and contained links to Western Digital's owned product web resources covering the HDD's technical characteristics and use cases. In order to boost the reach of the story, we employed programmatic advertising, collected the 'warmed-up' audience for retargeting and directed them to a sales offering via Facebook ads. Also, we directly addressed the T channel through sponsored email blasts with Tadviser and Comnews – the most prominent Russian channel/datacenter media.