DIGITAL TRUST FOR THE REAL WORLD
The most successful asset and campaign in company history.
GLOBAL BRAND CAMPAIGN
Top-of-funnel cybersecurity professionals, just learning about the company and products, and people who aren’t familiar with PKI encryption.
AUDIENCE
The inside joke—this is the most important company you’ve never heard of.
The type of digital security they sell is everywhere. In fact, it’s on this website you’re visiting. It secures your money transactions when you do online banking, and the online bank app itself. It protects television transmissions, satellite communication, patient data at hospitals, and thousands of other forms of digital communication. But nobody has heard of it.
No one knows their digital world is encrypted by this digital security, because the companies who do this kind of security always talk about the technology solution instead of the real-world impact. But people don’t care about code on a server. They care about identity theft, 9-1-1 calls, landing safely at the airport—and that’s what this digital security enables and protects. It matters. But that’s not the story anyone in this industry is telling.
INSIGHTS
Forget use cases here. This isn’t about presenting a customer success story, or demonstrating integration, efficiency increases, revenue boosts. All that is baked in, and it’s covered ad nauseum elsewhere. Let’s talk about the moment when the rubber hits the road.
What are they doing with this security technology? How does their application of the solution translate into better protection for digital communication? And how can we tell an impactful story people can relate two—no matter where they land on the knowledge spectrum from EVP in cybersecurity to someone who’s just finding out about digital encryption for the first time?
STRATEGY
What’s the tangible, human impact of securing digital communication with PKI encryption?
SINGLE-MINDED IDEA
This was one of the most open-ended projects I’ve been handed. I was asked to write an eBook about PKI encryption in the wild. That was essentially the brief.
The top engineer at this company travels a lot, talking to customers all around the world, all the time. He hears about their real-world use of PKI encryption. So I started by interviewing him, asking for stories anyone could relate to. That led to other interviews with more people at the company, who talked to customers about critical protections for people all around the world.
I wrote the eBook, and the stakeholders were so happily surprised by the result, the eBook became a physical book. Hundreds of copies printed, to be given to customers, partners, prospects, employees, even the Board of Trustees.
After the asset was done, I wrote the marketing campaign, including paid ads, email, social, and a landing page. It was a very successful campaign, and had enough legs to warrant a refresh 18 months later, when a second campaign was launched as part of a new overall brand message: Digital Trust for the Real World.
BONUS FEATURE
During my research, I found out that NASA used this type of encryption to secure transmissions between Earth and the Cassini space probe, studying Saturn and its moons and rings. I got ahold of someone at NASA, and then another person, and I made it pretty far down the road before I ran into national security concerns that ended my dreams of starting the story in this eBook with the landing on the moon of Titan. Even still—it was fun talking to NASA.
ROLE
