VMware Skyline Videos: Two Campaigns

Hair on Fire, and Mannie

VMware Skyline™ is a free, proactive self-service support technology available to customers. These two awareness video campaigns needed to engage a very cynical audience and get them to use the service.

“Hair on Fire” campaign goal was to iterate to IT audience that we grok their issues, that they are heroes, dealing with critical IT issues under unbearable pressure.

“Mannie” campaign needed to express the value of proactive IT to users who were apt to consider any new software as just more stuff to have to learn. Using a mannequin as the embodiment of Skyline’s 24/7 value interacting with actual customers, the series delievered on the campaign tagline, “Skyline. Another team member, not another tool.”

Writing responsibilites: Develop the campaign strategy briefs, create the taglines, “Mannie” character sketch, and the video series concepts, pitch to stakeholders, write all scripts.

“With $2500 of paid social across twitter and Reddit, we were able to accomplish the following.”With $2500 of paid social across twitter and Reddit, we were able to accomplish the following.

528K impressions. Up 622% from past month.
226K (216K from twitter and 10K from Reddit) video views in 10 days.
35K link clicks. A new record for Skyline.
4K users landed on www.cloud.vmware.com/skyline. Web traffic up 106%.
24 new twitter followers.
73 new Skyline customers registered.
We are not done yet. We are pending VMware corporate Linkedin and Facebook posts to boost the numbers above even further.” - Senior Director, Head of Skyline Product Marketing

“I want give a huge shout out to the VMware Brand team, for completing this project in record time, working with our customer/actor Richard at Rackspace and utilizing his own home studio during COVID. You all never cease to amaze us with your creativity and passion.”

Sr. Director of Skyline Product Marketing