Varonis, a leading international cybersecurity company, was up against a challenge. Dubbed, “the biggest security brand nobody had heard of,” they came to us looking to grow awareness amongst their target audience of Chief Information Security Officers. We knew we needed to get creative if we were going to connect with these elusive individuals who tend to wear busy like a badge of honor.
In order to help Varonis connect with CISOs, we pulled out a key insight—that this group yearns for more balance, harmony, and joy in their lives. So we put together three campaign concepts, each rooted in the idea that if you can control your data, you can control your life. The winning concept? Well-behaved data. After all, unprotected data is a lot like a loose puppy—and Varonis protects data so CISOs always know where it is and who has it.
With the concept selected, it was time for production and launch. And we went paws to the wall with a city takeover in Boston. Execution included OOH in the city’s most high-traffic areas (hey, Fenway), a video spot for Connected TV, digital dis-play ads, and a three-day experiential event where we brought the concept to life, inviting CISOs to the Varonis Dog Park.
During its run, the campaign saw a 456% increase in visitors to the Varonis website and OOH alone brought in 67 MM impressions. Not to mention the sales team was pretty happy, with a 186% increase in meetings and a 200% increase in demo requests. Best of all—10 pups found their forever homes thanks to the IRL adoption event. Cue: puppy dog eyes.