At the heart of the campaign was a challenge: modernize the perception of VMware NSX® Advanced Load Balancer, formerly Avi Networks, and present its technical superiority in a way that was engaging, digestible, and memorable. We developed a multi-phase campaign that integrated organic and paid social media, custom landing pages, and technical blog content, all tightly aligned with a fun and punchy creative theme. Firebrand adapted highly technical concepts into eye-catching creative concepts and developed a social posting program, supplemented with a paid element to amplify reach – that propelled social engagement and brand growth to new heights for VMware NSX® Advanced Load Balancer.
Key Campaign Results
The winning campaign was measured across three areas in a phased-way:
- Social Media Growth & Engagement
- Website Engagement
- Brand Growth
This campaign is a textbook example of Firebrand’s Multiplier Marketing approach – an integrated strategy that combines content, PR, and growth marketing in a fresh and creative way to help B2B tech companies stand out against their competitors. In an era where zero-click behaviors are rising and engagement is more valuable than empty clicks, we focused on deeper brand connection and measurable impact. Award or not, that’s the kind of performance we’re here to deliver.
About the Author
Alastair is Senior Vice President of Digital Marketing at Firebrand Communications. With over 15 years of both creative and analytical marketing he combines wisdom from both arenas to drive measurable and memorable marketing results for clients. Prior to joining Firebrand, Alastair has been a web designer, creative specialist, and PMM, for a tech manufacturing company, entertainment agency, and mobile gaming startup.
