Statsig’s Outdoor Launch Campaign in San Francisco

Division of Labor launches a new Ad Campaign for Statsig

If Karl Malden was driving the Streets of San Francisco today, he’d be seeing a whole lot of outdoor advertising for Statsig. (If you don’t know The Streets of San Francisco, click here for the best mid-70’s TV show intro ever.) 

Statsig builds software that helps product developers, well, develop products. Startups to Fortune 500s rely on Statsig feature flags, experimentation, and analytics to help them, test and launch new products and new product features faster and more reliably than ever before.

Another one of our Series B startup clients told Statsig about Division of Labor and that’s, like, the best compliment an ad agency can get. Forget the award shows and Cannes Lions; when clients tell other clients your campaigns moved the needle, that’s gold.

The communication strategy we used follows a proven success model Division of Labor has executed with other Series B startups. Basically, technology companies with highly targeted products utilize a broad outdoor media buy combined with targeted digital and social media to build awareness with our key target while also building secondary awareness among a more general population. This drives website traffic and instigates consideration while the digital media and social channels (along with good salespeople) can drive trial. But it also seeds the ground for companies and decision-makers to be more receptive when their developers ask to bring Statsig into the company.

Of course, the key to all of this working is creating messaging that is unignorable and taps into some little bit of truth that makes product developers go: “Those people get me!” And getting this right happened thanks to great collaboration with Statsig’s internal communications team led by Elizabeth George and Brock Lumbard along with Margaret-Ann Seger, GB Lee, Skye Scofield and Statsig’s founder Vijaye Raji.

“Our research shows that while our customers are highly engaged in the technical world, they also take time offline, and that is where we plan to meet them,” Statsig founder and CEO Vijaye Raji said. 

The core idea for the campaign is the core idea for the product; build, measure, learn, repeat.

Messages talk about the importance of testing product features with thoughts like, “Don’t think, test.” Other boards praise the power of product testing with lines like “A/B testing saves V/C money.”

The campaign utilizes Statsig’s signature 3D iconography that brings to life the lab-like environment the brand believes in. Brex handled the out-of-home media buy and, like they did with previous Division of Labor projects for Stytch and Hirect, they did an amazing job finding great boards and unique properties we could have some fun with.

Please keep your eyes peeled. And check out the launch story here in Geek Wire.

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The Small Agency Blog is produced by Division of Labor; the ad agency for startups, based in San Francisco, twice named Small Agency of the Year by Ad Age. The award-winning creative shop services a variety of clients and specializes in startups that have obtained Series B financing or higher. They also offer freelance services. Click here for a free consultation.

New Brand Awareness Marketing Campaign for PagerDuty

If you’ve ever gotten one of those “Aw Snap” screens from a website then you know how annoying it is when technology doesn’t work like it’s designed to. Or if you’ve ever tried to buy something online and you get to the end of the process and the shopping cart doesn’t work? I mean, not the end of the world, but it’s irritating none the less.  

And things that are irritating to consumers are potentially devastating to companies. The business of digital operations management is massive because all companies rely on technology and when there’s something wrong with their network, they’re screwed.

Enter PagerDuty. A digital operations management company that works with Fortune 500 companies, startups, government agencies and even non-profits to ensure incidents are handled expeditiously. Developers can use PagerDuty a bunch of different ways but the main thing is that PagerDuty analyzes signals and data on digital networks of a company and can detect when potential issues might surface and then alerts the developer, or anyone else for that matter, to the incident so adjustments can be made before any problem ever reaches a user. 

A simple example I use because it’s one my tiny advertising brain can process is; let’s say Division of Labor creates an amazing digital video that funnels a ton of traffic to our client’s website. And since our video is so good and funny and emotionally compelling, the increase in traffic threatens to overload our client’s website. (We are that good.) 

But PagerDuty detects the increase in traffic, alerts the developer so she can increase server capacity and avoid any disruption. PagerDuty also learns over time and can implement network adjustments on behalf of the developer or predict future issues so the developer can prepare for them. Developers have even said they won’t work at a company unless they can have PagerDuty. Pretty cool company.

But not enough people know about them. So they asked Division of Labor to help with an awareness campaign to increase brand recognition and drive trial ahead of their big PagerDuty Summit19, held at the end of September in Union Square.

At its core, PagerDuty solves problems before they become problems. So we launched their first brand awareness and digital marketing campaign anchored with the line: Solutions Before Problems.

Division of Labor worked in close collaboration with the folks at PagerDuty along with our partners at MediaSmith. But we also inherited some beautiful brand design work from the folks at Collins. Collins created a palette and brand template for us to work with allowing us to focus on developing the messages and simplifying the communications; from digital and out of home to podcasts and a completely redesigned and rewritten website. The campaign launched in San Francisco and New York with executions in Times Square and Madison Square Garden.

We are now preparing for phase two, but check out PagerDuty if you’re a developer and see what you think. Thanks to all who made this campaign happen.

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The Small Agency Blog is produced by Division of Labor; a top San Francisco ad agency and digital marketing firm that’s been named Small Agency of the Year twice by Ad Age. The award-winning creative shop services clients on a retainer or project basis. They also offer brand consulting services and hourly engagements for startups and smaller brands. Click here for a free consultation.