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The Campaign

From legacy to leader: Taking a traditional product launch to the next level

Arcserve is the world’s most experienced data protection provider, with more than 35 years’ experience in the business continuity and disaster recovery (BCDR) industry. It provides on-premises and cloud-based solutions that protect the valuable data of mid-sized and decentralised enterprise businesses, with 45,000 end users in more than 150 countries.

Ahead of its biggest launch of the year, Arcserve found itself losing ground to newer, cloud-native market entrants that had quickly become media darlings. So, it needed a creative launch campaign that would be able to cut through the noise, gain media attention and further establish the company’s spot as a BCDR leader.

The Results

Reaching the right audience

Secured 29 pieces of unique feature coverage and more than 26 million impressions in publications that influence IT decision-makers and channel partners. These spanned tech, storage trade and channel press, including TechTarget, BetaNews, ChannelE2E, Business Computing World and LeMagIT.

Spreading the word

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 over the same period.

Social charm

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 .5% and 1% respectively. The top performing LinkedIn post announcing the availability of BCC achieved a 9.99% engagement rate alone.

Making an impression

Generated 23,000 impressions and 123 link clicks on Twitter, and 12,000 impressions and 89 link clicks on LinkedIn with a $500 spend on each platform. The average cost-per-click for Twitter was $2.85, beating the industry average of $4. The average cost-per-click for LinkedIn was $5.62, beating the industry average of $7.

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:

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.

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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