Cyber-security

Arcserve

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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. 

Results

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 are creative, quick-thinking and ambitious. But most importantly, they’re also a pleasure to work with. We trust them implicitly, whether they’re navigating technical sourcing calls with senior spokespeople, supporting us in-person at crucial tradeshows or anything in-between!

Leslie Keil - VP of brand, digital and communications Imprivata

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