Security Company

In January 2016, a security company enlisted us to help them relaunch their brand. The client aimed to increase global market share, establish their brand in the market, and drive demand for their security product line. Challenges facing the client included the need to educate internal and external key stakeholders and to make an impact on an immensely competitive industry. Many of the client's competitors had already saturated the market with media.

To develop a media strategy, we first researched the client’s top five competitors in the cyber security space to determine the required entry budget for a new brand. The research included a review of competitors’ historical spend from the previous two years, including seasonal spending, trends and preferred media platforms. This intelligence fueled the development of a hyper-targeted program that included a mix of the following to address specific goals:

Building Brand Recognition & Credibility:

  • Executed strategically placed high impact out-of-home placements and radio spots to drive awareness around key industry events, including the RSA Security Conference
  • Built brand infrastructure across key security publications and channels to educate potential clients and gain validity with key security decision makers

Capturing Intent:

  • Drove demand with intent-driven tactics including programmatic, search and programs such as Quantcast’s “Search Powered Targeting”

This media strategy succeeded in:

  • Reaching 66MM net new prospective customers in 15 different countries
  • Achieving 50% lower search CPAs

  • Hitting a CTR that was 4x higher than the industry average

  • Reaching an overall subscription to meeting rate at the RSA Security Conference that was 5x higher than the previous year's subscription rate