Arrow ECS needed to activate their VMware Private Cloud partnership in a market where vendor messaging alone rarely cuts through. The challenge was twofold. First, translating technical product narratives around virtualisation and hybrid infrastructure into content that resonates with senior IT decision makers who are already saturated with vendor communications. Second, building a measurable demand generation programme within a quarterly timeframe using Marketing Development Funds, where every pound of investment needed to demonstrate clear return. Traditional distributor marketing approaches lacked the strategic precision to reach the right audiences at the right moment in their buying journey.

We built a video first amplification strategy centred on Joe Baguley's authority as VMware's CTO for Field Sales EMEA. Rather than treating the video content as a standalone asset, we engineered a full demand funnel around it. Short form video cuts drive awareness through targeted paid social campaigns on YouTube, reaching IT directors and infrastructure leads across the UK and Ireland. These audiences are then guided through a gated content journey. The initial campaign metric is to drive traffic, views and visbility for the partnership to feedthefunnel.