Carbonite, leading provider of cloud and hybrid backup and recovery, had mass adoption among consumers, but wanted to reach SMBs. So, how do you convince small business owners to backup their data?
We held interviews with small businesses around the country and discovered that all small business owners have experienced failure in some way, shape, or form. Their stories of recovery -- the get-back-up-after-you-fail (or lose all your data) moments -- tied their stories together. We used this insight to help Carbonite connect with SMBs, crafting a poignant campaign communicating that while all small business owners fail, data doesn't have to be one of them with data protection that's easy to get right.
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