Creativity to engage cybersecurity professionals

Lateral thinking & creative execution drove attendance & engagement with the vital issue of cloud visibility within large enterprises

The Brief

Gigamon needed a creative solution to maximise thought leadership content created for its user conference ‘Visualyze’.

As the industry’s first ever cloud visibility conference, sharing the message that organisations need to prioritise a clear view into all data & applications that are stored within the cloud was essential.

Solution

Say identified that a total solar eclipse would be occurring in the run-up to the conference & partially visible from London, Paris & Berlin (target EMEA territories for Gigamon).

Say developed campaign messaging on ‘cloud visibility’ around the eclipse, along with landing page copy & posts for LinkedIn, Twitter & Google Display. By positioning the solar eclipse, or eclipsed vision, as a problem – drawing parallels between Gigamon’s technology & its Visualyze content as a helpful solution.

The campaign greatly increased brand awareness of Gigamon among the key audiences & exceeded all KPIs for traffic to the Visualyze Conference content. The campaign itself won numerous accolades : Digital PR Awards, Stevie Intl Business Award for Best Digital Campaign & UK Agency Awards Best Social Campaign

The Results Are In…

10x Targeted clicks on Google Display
6,007 Clicks through to event landing page
5x Average CTR for B2B campaigns

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