Setting the standard for Trend Micro
media + online advertising + outdoor + print + SEM + search
Internet security specialists, Trend Micro, were well known among rank and file IT professionals. The problem was that they weren’t on the radar among the director-level IT decision makers who wield the real power in large enterprises.
Trend needed a way to cut through the clutter without resorting to out-spending the competition.
The secret of getting through to director-level contacts is to deliver real value at every stage.
To do this, we partnered with the Economist and specific IT trade magazines which had a good affinity with our target audience. Together we created a content marketing campaign incorporating print titles, online video, interactive embedded units, webinars, white paper lead generation programmes and search marketing.
We used advanced retargeting to make the programme appear even more pervasive than it actually was. And topped it all with an immersive online virtual event, the first of its kind for the security industry.
This campaign set the standards by which all later ones will be judged:
- Aided brand awareness jumped from 54 per cent up to 73 per cent
- The streaming video MPUs were seen over 750,000 times
- More than 32,000 people visited the microsite
- We over-delivered the target number of leads by 85%
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