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 Nee is Senior Vice President of Digital Marketing at Firebrand, a B2B tech marketing agency based in the San Francisco Bay Area that helps companies grow through creative, data-driven marketing strategy. With a rare left-brain/right-brain approach, Alastair blends sharp analytics with standout creative instincts to build and scale high-performing growth marketing programs that elevate brand profiles and increases their pipeline using the channels and tactics that work best for B2B tech marketing today: GEO/SEO, AI-enhanced paid media, and advanced analytics.
At Firebrand, Alastair leads a team that partners with some of the most innovative names in tech - from AI/ML and data infrastructure to developer tools and B2B SaaS. Over his 17-year career in tech marketing, he has helped launch and grow dozens of companies, delivering award-winning campaigns recognized by The Communicator Awards and other industry benchmarks.
Alastair is a vocal advocate for modern growth marketing and emerging disciplines like AI-powered marketing technology, AI paid media optimization, and Generative Engine Optimization (GEO). His work lives at the intersection of storytelling and performance - where brand meets demand.
Follow Alastair on LinkedIn or explore his thinking on Firebrand’s blog.
