Challenge
As PagerDuty evolved from an incident response tool into the category-defining Operations Cloud, a perception gap emerged. Business leaders weren’t aware of the platform’s broader strategic value. We needed a bold campaign to reframe PagerDuty as essential to real-time operations and always-on digital services.

Approach
I led the strategy and creative direction in partnership with Instrument, developing the concept “This is an Operations Intervention.” Inspired by emergency signage and instructional design, the campaign used urgent, directive messaging and bold visuals to position PagerDuty as critical to preventing downtime and protecting revenue.

The integrated campaign ran across digital, social, OOH, video, audio, web, and event activations. We equipped regional teams with toolkits and playbooks to ensure consistency and extended the creative into major event experiences like AWS re:Invent and ServiceNow Knowledge.

Impact

• Outperformed industry benchmarks for video completion and CTR

• Campaign landing page ranked among the highest-engaged of the year

• Drove a noticeable increase in site traffic during launch

• Elevated brand perception from tactical DevOps tool to strategic partner for real-time operations