Hyperscale Appliance Partner Launch Campaign
Commvault was looking to reconnect with existing partners in a way that would reshape how partners thought of them. Their concern was that partners had a perception of them as being “old-school”, difficult to work with, and potentially not in tune with the growing number of millennial sales people. With dozens of suppliers competing for mindshare among partners’ sales teams at any given time, they needed a campaign theme that would help them launch the new appliance to partners, resonate with them as people, reposition Commvault as relevant to millennials and stand out from all of the clutter.
Yeager created a campaign that centered around text conversations that might happen between a partner sales person and their parents who don’t really understand technology. It was a very different direction from anything that had been done through the channel to partners but Comvault was excited about the concept because it connected on a funny but honest level with the sales teams.
The campaign was wildly successful in connecting with the younger sales teams and achieved more engagement than other partner campaigns within 2018 for the company. The new tone of the message re energized the channel sales teams and the scope was extended to include more partners including CDW, Insight, and SHI. After the launch, Yeager was asked to engage with the corporate branding team on their overall channel communication strategy.