Operations Intervention
Brand Campaign | 2024

Challenge:
As PagerDuty evolved from an incident response tool into the category-defining Operations Cloud, a perception gap emerged. Business leaders and decision-makers were largely unaware 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.

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

The campaign spanned global paid digital, social, OOH, video, audio, web, and event activations. We equipped regional teams with toolkits and playbooks, ensuring consistent adoption and extending the creative into live event experiences like AWS re:Invent and SNOW 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 of PagerDuty from tactical DevOps tool to strategic partner for real-time operations