The Campaign

Arcserve: From legacy to leader

The challenge 

Ahead of its biggest product launch of the year, Arcserve found itself losing ground to newer, cloud-native market entrants that had quickly become media darlings. To push its way back into the spotlight, Arcserve needed a creative launch campaign that would cut through the noise, gain media attention and cement the company’s spot as a business continuity and disaster recover (BCDR) leader. Its objectives: 

  • Gain share of voice back from competitors that were viewed as nimbler and more innovative, specifically Veeam and Rubrik. 
  • Position Arcserve executives as data protection experts among media and potential buyers. 
  • Reach a global audience of IT decision-makers and channel partners in North America, the UK and France. 


26 million+ impressions in target publications

Secured 29 pieces of unique feature coverage in publications that influence IT decision-makers and channel partners, including TechTarget, BetaNews, ChannelE2E, Business Computing World and LeMagIT. 

Share of voice takeover

Raised Arcserve’s share of voice against key competitors from 6% in September 2018 (the month prior to the launch) to 40% in October 2018. Comparatively, the share of voice of Veeam and Rubrik dropped by 12% and 34% respectively. 

Boosted social engagement

Amplified key messages on social media, achieving a 1.1% engagement rate on Twitter and a 3.05% engagement rate on LinkedIn, beating the industry averages of 0.5% and 1% respectively.  

35,000+ impressions on socials

Generated 23,000 impressions and 123 clicks on Twitter, and 12,000 impressions and 89 clicks on LinkedIn, with a $500 spend on each platform. 

How we did it 
To find out how we can establish your brand as an industry leader, get in touch. 

The lorries surpassed my expectations with the BCC launch. Their creativity and willingness to pull out all the stops to develop a holistic, multi-region campaign that included research, events, social media, and traditional media outreach, helped us to fortify the mantle of global industry leader.

Leslie Keil - Director, global marketing communications Arcserve

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