2022 SC Awards Finalists: Security Marketing Campaign of the Year

For this Ransomware 123 campaign, Barracuda chose to take a bold stance, advising customers not to pay the ransom and spelling out the three areas they need to focus on to make that possible: protecting their credentials, securing web applications and access, and backing up data. Barracuda took a multi-channel approach with this campaign, engaging customers on multiple fronts, ranging from blog posts, email campaigns, and an e-book to videos, webinars, and LinkedIn Live, as well as a variety of digital advertising. The channel marketing team also worked closely with the channel partners to enable them to use the campaign to reach out to customers as well with an easy-to-use campaign-in-a-box program and sales enablement tools like a ransomware protection checklist and a ransomware protection sales playbook.

The #IAMCyberSmart with Confidence! campaign took inspiration from the Cybersecurity Awareness Month overarching theme: “Do Your Part. #BeCyberSmart.” The “Say #IAMCyberSmart with Confidence!” message is meant to be interpreted in 2 ways: saying “I am Cyber Smart” and showing knowledge in IAM. BIO-key International promoted its free IAM Resource Kit with this campaign during Identity Management Week (IMW), the last week of October. The resource kit gave the audience the benefit of being able to access and share various resources on cybersecurity and IAM, test their knowledge with an IAM quiz and receive a #IAMCyberSmart digital badge for passing, and get a week’s worth of content to plan corporate activities and education during IMW.

“We’ve Got Next” responds to a critical need in cybersecurity, which is being ready for the next challenge, the next threat, and the next opportunity. We’ve Got Next because we have innovated, disrupted, and reimagined the way organizations protect themselves. Palo Alto’s messaging strategy focused on weaving together a company-wide message while allowing the company to go deep into each of its sub-brands. It partnered with a unique league of dreamers and disruptors across various industries to drive the message: a screenwriter, a musician, athletes, a Formula E driver. All of these individuals come from different disciplines, but what they have in common is that they understand what it takes to tell the “next” story. Palo Alto utilized various top media channels to spread the We’ve Got Next message to engage its audience.

The SentinelOne Superhuman campaign aired on broadcast television (Mad Money and Squawk Alley), YouTube, the company’s website, and on syndicated websites. It was also the keynote campaign of SentinelOne’s highly successful June 2021 IPO which happened to be cybersecurity’s largest IPO of all time. The campaign goal was to showcase the problem with today’s cybersecurity products – which rely on people. There aren’t enough skilled people to operate products at scale. Organizations can’t find or afford to hire them. It’s a simple and understandable concept that has profound implications: people alone can’t win today’s cybersecurity battle. Enterprises need tech that is faster, smarter – superhuman. The Superhuman campaign successfully shared what’s at stake with cybersecurity, why viewers/investors should care, and how SentinelOne uniquely solves an exponentially growing set of problems.

The messaging strategy of the Mission Possible – Hardware Cybersecurity Awareness Campaign was a) hardware based attacks – it’s way more simple than you think. b) your existing cybersecurity solutions lack the visibility to tackle these threats. c) We, Sepio, can help you. The channels used are YouTube, LinkedIn, Vimeo, our website, Twitter and Facebook. By understanding its audience, Sepio was able to tell a compelling story. Each video of the series was an example of a hardware-based attack carried out in a way that an audience with a less technical background can understand so that the message of this major cyber risk can get across in a clear way.