Standing out in a crowded and predictable category with a bold, creative campaign.
Veeam is trusted by businesses worldwide to secure, manage, and protect their critical information across cloud, SaaS, virtual, and physical environments. To support the launch of its cloud backup and recovery solution, Veeam Data Cloud (VDC), Veeam sought to generate excitement and disrupt traditional communication tactics with an engaging multi-channel campaign.
The data protection category is overly saturated and technical, with features and benefits often communicated in a dry and predictable way. Veeam sought to develop more creative approaches to stand out amongst its competitors, highlight the differentiation of VDC, and showcase the brand’s memorable personality.
Veeam collaborated with Yeager to develop a campaign strategy that educated various customer personas about the benefits of VDC in a non-technical way. To “stop the scroll” and make the campaign stand out on social feeds, Yeager crafted a bold campaign theme, “Cover Your SaaS,” that played off of NSFW language—and developed three assets to engage and educate different segments of the market.
In partnership with a Salt Lake City-based agency, Gantry, Yeager created a video series featuring two sports coach characters, Vic and Wade, to illustrate the dichotomy between VDC and its competitive products. Vic (VDC) was a calm and confident coach who led the star team, while Wade (the competitors) was a chaotic coach who had no clear path forward.
The short videos provided Veeam with a creative way to inform, build trust in, and entertain the audience all at the same time. The campaign received, and continues to receive, widespread engagement on social media.
Vic shares the power of Veeam with his rival Wade.
Vic has his team ready with Microsoft 365.
No panic. Just planning and recovery.
Wade prepares for major rebuilding year.
To leverage the success of the videos and push users further down the funnel, Veeam wanted to launch an educational campaign that provided users with more in-depth information about VDC. Because technical content assets (data sheets, e-books, whitepapers, etc.) tend to be mundane, Yeager sought a way to engage users and maintain the boldness of the first campaign. The team crafted a clever and edgy visual identity that they could anchor the social media ads to.
This provided the production team with clear campaign guidelines to quickly turn the campaign assets, while also helping Veeam continue to stand out from its competitors and, ultimately, engage and educate its buyers.
For the final element, Yeager collaborated with the Veeam Regional Marketing team for the Americas to develop a digital experience that could be leveraged at in-person events and on social media to increase lower funnel awareness and capture leads for VDC.
Yeager ideated and produced the VDC Scavenger Hunt, bringing it to life for both desktop and mobile in just eight weeks. Within the interactive experience, users navigate multiple areas of an office environment and click on different elements to discover the many ways VDC solutions ensure data resilience and reliability for critical SaaS workloads.
The Cover Your SaaS campaign launched in Q3 of 2025, but impressions and engagements with all aspects of the campaign have exceeded expectations to generate awareness and maximize reach with overall impressions over 16M.
