Dropbox

As a small ad agency in San Francisco, we're kind of selective of the pitches we take on. But when Dropbox invited us to pitch to launch Dropbox for Business, we were all in.

Millions of people were already using Dropbox at home. But most didn't know that Dropbox offered a distinct business product. This campaign ran for nearly two years with a $14 million media spend and exceeded all awareness and sales goals.

:15 second teaser videos on digital media pushed people to the landing page and longer form content, below.

Long-form case study videos helped viewers understand how Dropbox was being used by businesses around the world.

  • Dropbox was looking for an ad agency to help them launch Dropbox for Business. We asked how they got to us and one of the clients, Preston, said, “I Googled ad agencies started by ex-Goodby Silverstein and Partners employees and found you.” As one of those ad agencies in San Francisco, Division of Labor is pretty proud of everything we learned from our days at Goodby Silverstein and Partners.

  • The entire advertising campaign was digital and it specifically target IT Decision Makers who knew of Dropbox but weren’t letting employees use it for their commercial storage. Research told us that these ITDMs just didn’t see Dropbox as robost enterprise software. Our job was to prove it was.

    But at the same time, Dropbox didn’t want the world to see them advertising. They had been so successful thanks entirely to organic growth that it seemed almost wrong to have to advertise. Of course, Division of Labor is one of those advertising agencies in San Francisco that’s been around long enough to know that the benefits of a great ad campaign prove ROI and after over 14,000 conversions directly attributed to the campaign alone, Dropbox was in on advertising from then on.

  • We worked directly with Dropbox’s creative team of illustrators and designers led by Ryan Putnam. Ryan took a liking to the campaign and worked with us directly providing finished art from our original storyboards. It was an incredible process. No fighting between agency and internal team. We brought them ideas and we all worked together to make sure they were memorable and on brand.