For the launch of its new product – Arcserve Business Continuity Cloud (BCC) – Arcserve’s primary objective was to gain share of voice back from competitors that were viewed as more nimble and innovative, specifically Veeam and Rubrik. Additional goals included:
- Further establish Arcserve as an industry leader in BCDR
- Position Arcserve executives as data protection experts among media and potential buyers
- Reach a global audience of IT decision-makers and channel partners in the U.S., U.K. and France
To meet our objectives and adapt to diminishing interest from media in covering product launches, we developed a multi-faceted campaign that included a range of tactics to achieve exposure beyond traditional methods.
We started with an independent research project to validate the market need for a solution like BCC, which highlighted the perspectives from our key markets in North America and EMEA. Findings revealed that IT decision-makers weren’t finding it any easier to safeguard business-critical data when compared to five years ago – a problem BCC directly solves.
This research then served as a foundation for thought leadership content to accompany the launch, by exploring customer pain points associated with protecting data in hybrid cloud environments.
Press events in the U.S. and the U.K. – hosted in conjunction with SpiceWorld in Austin and IT Expo in London – then created an opportunity for spokespeople in each region to interact with key media, all with a focus on building relationships and positioning spokespeople as industry experts.
The final pillar of our strategy focused on social media. With full control over Arcserve’s Twitter and LinkedIn channels, we developed a social campaign that built momentum in the lead up to the launch, shared relevant content to capture leads and promoted media coverage to establish credibility.
This creative mix of traditional media relations, social media, thought leadership, research and press events resulted in a campaign that went far beyond the usual IT product launch, leading to a 229% year-on-year increase in new bookings of Arcserve’s cloud offerings.
