Arrow ECS and VMware: six times the view target at 42x efficiency

454,176

Campaign views, six times the target

Client

Arrow ECS

Industry

Technology Distribution

Website

arrow.com/globalecs/uk

Project Summary

Teylu designed and delivered a seven-week video amplification campaign turning VMware executive thought leadership into reach and pipeline for Arrow ECS across the UK and Ireland. It closed at 454,176 views, six times target, at a cost per view around 42 times more efficient than benchmark.

Results

454,176

Campaign views, 606% of the 75,000 target floor

£0.0019

Cost per view, around 42 times more efficient than the £0.08 benchmark

501,590

Total impressions across the seven-week campaign

£2.70

Cost per click, inside the £2 to £4 B2B IT benchmark

The problem

Arrow ECS needed to activate its VMware Private Cloud partnership across the UK and Ireland during the Broadcom transition, a moment when IT decision makers were rethinking licensing and migration. Vendor messaging alone rarely cuts through to senior IT buyers, and the programme had a single quarter and a defined Marketing Development Fund to prove return.

What we did

Teylu built a seven-week, video-first awareness campaign positioning Arrow ECS as the trusted VMware distribution partner, with Joe Baguley, VMware's CTO for Field Sales EMEA, as the trust anchor across the creative. The media mix was weighted to YouTube Shorts as the most efficient cost per view, with In Feed and In Stream video supporting and driving the Arrow landing page. Targeting ran across Custom Intent audiences and competitor channel placements covering VMware licensing, migration paths and named alternatives.

The results, 5 May to 21 June 2026

The campaign closed at 454,176 views, 606% of the 75,000 target floor and more than four times the 100,000 ceiling, at a cost per view of £0.0019, around 42 times more efficient than the £0.08 Shorts benchmark. It delivered 501,590 impressions and drove clicks to the Arrow VMware page at £2.70 per click, inside the £2 to £4 band typical for B2B IT audiences. Three promoted shorts carried the reach, led by Containers Need Full Stack at 169,660 views, while six Joe Baguley long-form films added 46,160 considered views.

What we learned

The 45 to 54 and 35 to 44 age bands were the engine, each at a £0.0016 cost per view and the prime IT decision-maker profile. County Dublin alone returned around 121,700 views and the most clicks of any region, outpulling England on a UK and Ireland brief. The recommendation for the follow-on burst is to lead with the three winning shorts and split Dublin and England into dedicated builds.

Why it matters

Arrow now has a proven, low-cost reach layer for partner marketing and the audience intelligence to target the next flight, captured in reporting Arrow can use rather than a platform it rents.