PagerDuty

PagerDuty is used by half of the Fortune 500 companies. But brand awareness for the company was quite low. The Solutions Before Problems campaign was designed to change that. Thanks to Collins for their incredible brand design work and to our partners at MediaSmith for getting it in front of all the right people.

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Solutions Before Problems.

Division of Labor helped PagerDuty, already used by half the Fortune 500, build brand awareness beyond engineers — with the “Solutions Before Problems” campaign. We crafted messaging and creative that spoke to both developers and the C-suite, turning a niche infrastructure tool into a recognizable name in enterprise tech.

PagerDuty had the tech cred — half of the Fortune 500 relied on them — but the brand? Not so much. For PagerDuty to keep growing, their awareness needed to keep growing.

We started with a question: how do you market incident management without being boring? The answer: By selling the prevention of crisis rather than the crisis itself. The “Solutions Before Problems” concept gave us a playbook: show value before things blow up.

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With creative designed for engineers and executives, we rolled out digital, out-of-home and targeted media in San Francisco, New York and across tech hubs. Result: PagerDuty moved from backstage tool to brand with voice.

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WANNA KNOW MORE?

  • More than 50% of the Fortune 500 companies use pager Duty but fewer than 5% of the country has heard of them. Is that a bad thing? Maybe not. It’s not like PagerDuty does anything particularly sexy that the whole world needs to know about. But if you’re in charge of the technology infrastructure of a company, PagerDuty is as sexy as it comes. Their systems, in conjunction with your systems, basically tell you about potential problems before they become problems. Maybe site traffic is increasing and will soon exceed capacity. PagerDuty sends a direct message to the exact person who can directly fix the problem. So the problem never happens and the engineers that don’t have to fix those problems can go on engineering. Division of Labor is an advertising agency in San Francisco that’s built to work with companies like PagerDuty. Startups that have grown and proven themselves and now want to tell the world.

  • Our favorite design firm is Collins. They do truly remarkable work on everything they touch. We knew PagerDuty was going to be a great client because they worked with Collins on their brand design. But when it came time for messaging, they turned to us here at Division of Labor because that’s what we do. I wish I could say we were as good at our craft as Collins is at the design craft, but I can’t. And on the Media side, we partnered with MediaSmith, a fantastic planning and buying firm here in San Francisco we’ve worked with before and will work with again.