Asigra

How Canada-based Asigra used The Register’s global readership to spin up their entry into the UK storage market

Case Study: How Canada-based Asigra used The Register’s global readership to spin up their entry into the UK storage market

SNAPSHOT


Asigra provides organisations around the world the ability to recover their data through its cloud backup and recovery services.

The enterprise-grade agentless cloud-based recovery software provides data backup and recovery of servers, virtual machines, endpoint devices, databases and applications, SaaS and IaaS based applications. It eliminates silos of backup data by providing a single consolidated repository. Asigra is headquartered in Toronto, Canada.

 

THE CHALLENGE


While Asigra is well-known in North America, they had no representation in the UK outside of resellers. Being a cloud-based solution they wanted to sell globally and the challenge for this campaign was to increase awareness in the UK and ultimately create leads for their resellers.

The primary objective was to reach IT decision makers in companies with more than 500 employees. The secondary objective was to raise awareness of Asigra’s new branding, which had been launched shortly before they began working with Situation Publishing.

 

ENTER SITUATION PUBLISHING


Asigra approached Situation Publishing in late 2012 with the goal of breaking into the UK market, but without a definite idea of how they wanted to achieve this beyond the use of display advertising.

Following the initial conversation, Situation Publish recommending a selection of tactics using The Register’s UK-specific readership to promote lead generation over the course of a year-long campaign (Jan – Dec 2013), leveraging Asigra’s white-paper library. 

The campaign strategy involved high impact display advertising in the UK and North America, combined with lead generation activity and a series of five features on the topic of disaster recovery. These five native articles were written by The Register journalists, allowing Asigra to benefit from the Register’s creativity and independent voice, and to position themselves as the go-to partners for disaster recovery.

The native content was driven by Asigra, who supplied their core messaging and ideas for topics that the journalist could write about. The Register’s storage expert took this guidance and weaved it into articles using in-depth knowledge of the wider industry and writing content that appealed to the readers.

Essentially the problem was approached from a journalistic perspective rather than a marketing one.

The articles were wrapped in display advertising, with adverts speaking directly to the content of the article.

Figure 1 - Asigra display advertising
Figure 2 Native content by Chris Mellor, wrapped in display advertising

THE RESULTS


For the native content the target was 2,000 article impressions per feature during the 2013 campaign. This was exceeded by more than double for each article published. The most successful article: “Why Flash storage will be fast and furious in 2014” exceeded 10,000 impressions in the UK, and 12,000 in North America, demonstrating the reach that The Register has with its readership.

For the display advertising portion of the campaign, which primarily featured banner ads and roadblocks, the Click Through Rate (CTR) was 0.28%, compared to the industry standard of only 0.08%. 300 leads were generated over the course of the 2013 campaign.

Asigra was delighted with the results and renewed the campaign for both 2014 and 2015.