In summer 2015, after a three-year long collaboration between the Vilnius University Library, Information Technology Centre and the Faculty of Mathematics and Informatics, the National Open Access Data Archive (MIDAS) was launched. Having overcome the challenge of building this new technology and the necessary legal base, the project team soon realised that there was one more challenge to be mastered: winning users for their new data archive. The main responsibility of promoting the National Open Access Data Archive fell on the Vilnius University Library. The video reflects on the marketing strategies employed by the Library during the five years following the launch of the National Data Archive, the results attained by each of the strategies and the lessons learned.