MSP to MVP

Integrated Marketing Campaign (AI Driven Creative Production)

Overview

MSP to MVP was an integrated campaign designed to reposition Managed Service Providers (MSPs) as strategic “Most Valuable Partners” (MVPs) by leveraging customer success narratives powered by ScalePad’s Lifecycle Manager (LM). The campaign combined AI-generated personas, targeted ads, event activations, and sales enablement to drive both prospect engagement and partner cross-sell.

The central idea “MSP to MVP” reframed the MSP identity. An MVP masters customer success using LM as their playbook. We created five AI-generated personas, each wearing iconic MSP to MVP glasses to represent key customer success archetypes.

I served as the creative leader and head of design. I led the campaign concept, directed AI-assisted creative production, and ensured cross-channel visual consistency. I also collaborated with marketing, sales, and event teams to align creative outputs with campaign goals.

Role: Creative Director & Lead Designer

Project Type: Integrated Marketing Campaign (IMC)

Partner Teams: Demand Generation, Campaign, Product Marketing, Sales, Events, and Ops teams.

Creative Team Managed: Graphic Designer, Web Developer, Videographer, Animator

Visual Concept

The campaign was born from the insight that the best MSPs are not just service providers but strategic partners. We coined “MSP to MVP” to encapsulate this transformation. AI was central to bringing this vision to life: it generated the five personas—each embodying a customer success archetype and wearing the iconic MSP-to-MVP glasses. These AI personas informed our ads, landing pages, and even event swag, creating a consistent narrative across touchpoints.

We developed a modular, scalable campaign that extended from digital ads to event activations. AI was key in generating the core visuals—those five personas, each embodying a customer success strength. These personas shaped our landing pages, paid ads, and even event swag (MVP glasses), tying all assets together.

The campaign ran across paid ads (Google, LinkedIn, Meta, Reddit), events like DattoCon, N-able, Pax8, etc and integrated sales enablement workflows. AI allowed us to deliver a cohesive brand experience faster, from top-of-funnel engagement to demo conversions—turning more MSPs into MVPs.