Following a scandal involving its former CEO, Astronomer has turned to humor, featuring Gwyneth Paltrow in a viral promotional video to revive interest in the tech company, stimulating a significant increase in website traffic amidst the controversy.
Astronomer Turns Scandal into Strategy with Gwyneth Paltrow's Help
Astronomer Turns Scandal into Strategy with Gwyneth Paltrow's Help
After CEO resignation, Astronomer employs clever marketing tactics to mitigate fallout, featuring Gwyneth Paltrow in a tongue-in-cheek video.
In an unexpected twist in the tech world, Astronomer—a US-based data workflow automation company—has creatively embraced a recent scandal by featuring actress Gwyneth Paltrow as their "temporary spokesperson." This move comes after the resignation of CEO Andy Byron and Chief People Officer Kristin Cabot, who were caught on camera sharing an intimate moment at a Coldplay concert.
In a humorous 60-second clip posted on Astronomer’s X account, Paltrow, who was previously married to Coldplay frontman Chris Martin, responds to what she calls "the most common questions" surrounding the company. Screen captions humorously reference the viral video, with Paltrow declaring that Astronomer is indeed the best place for running Apache Airflow. She concludes by expressing excitement over the newfound interest in data workflow automation, thanking viewers for their engagement.
Public relations expert Jordan Greenaway describes the video as "clever," noting that it allows Astronomer to shift the narrative away from the scandal while also raising brand awareness. He remarks that while some crises may be handled more seriously, the nature of this controversy gives Astronomer a leeway to engage with humor without undermining the quality of its services.
Greenaway compares the strategy to past crises, noting how humor may not always be appropriate, but recognizing the flexibility afforded to Astronomer due to the context of their situation. He continues by stating that while Astronomer can recover relatively unscathed, the same cannot be said for Byron, who faces a damaged reputation due to his actions.
Remarkably, interest in Astronomer surged significantly since the incident, with some reports indicating a staggering 15,000% increase in traffic to the company's website. As a result of the CEO's abrupt departure, co-founder Pete DeJoy steps in as interim CEO, acknowledging that while the attention is unconventional, it may ultimately serve to make Astronomer a "household name."
Though the company had initially released a statement focusing on its core values and announcing a formal investigation, the subsequent celebrity-driven publicity has undeniably shifted perceptions. The only downside discussed by Greenaway pertains to the potential impact on Coldplay and Chris Martin, with the spontaneous event overshadowing their music with the infamous "Kiss Cam" moment branding them.
As Coldplay's US tour wraps up, Astronomer’s PR strategy may serve as a case study on how to navigate public relations crises in the tech industry: leaning into humor and engagement to steer the conversation back to what they do best.
