KILLER CONTENT
AWARDS
2025
CATEGORY
Following multiple acquisitions, ScalePad faced a branding challenge—many Managed Service Providers (MSPs) still saw it as a single-product company. To reshape this perception, ScalePad launched a bold, humor-driven video campaign that stood out in the typically dry, technical MSP space.
At the heart of the campaign was a commercial centered around the message: “Life shouldn’t run on one tool, neither should your MSP.” Using scissors as a comedic metaphor for using the wrong tool, the ad highlighted the absurdity of relying on a single solution to manage complex MSP needs. A memorable scene showed the actor struggling to use scissors on lawn clippings—visually reinforcing the point while delivering laughs.
The two-day shoot was executed by a lean, creative team, and the campaign succeeded by humanizing the brand, making it more relatable, and showcasing ScalePad’s multi-product suite. By combining humor with a genuine industry pain point, the campaign broke through the noise and resonated with MSPs, transforming traditional B2B marketing into something personal, memorable, and effective.
THE RESULTS
The company aimed to boost top-of-funnel awareness and achieved a nearly 50% increase in branded keyword impressions within six months of launching the campaign. This surge in branded search traffic highlights the campaign’s success in enhancing brand visibility and driving awareness among Managed Service Providers (MSPs).
