ProjectsWEAPONISING THE CONCEPT OF INSIDER KNOWLEDGE
HPE Aruba Networking, renowned as a leading network vendor among enterprise customers, faced a significant challenge: their advanced AI-driven network security solution, the 360° Secure Fabric, was not receiving the attention or sales it deserved. The task was to elevate their profile as a premier security framework provider and position the brand as the top choice for network security.
STANDOUT NETWORK SECURITY
Services provided:
Establishing relevance with a highly selective audience
To resonate with the modern threat landscape and engage enterprise security buyers, we synthesised insights from analyst reports, white papers, and discussions with sales and marketing teams. This comprehensive understanding allowed us to crystallise Aruba's unique value proposition.
3 challenges facing security professionals
- Balancing Openness and Protection: Networks needed to remain open to support mobility and digital transformation while safeguarding against attacks.
- Evolving Threat Landscape: The rise of sophisticated, hard-to-detect attacks, coupled with the proliferation of BYOD, IoT, and cloud systems, led to an overwhelming number of false positives.
- Talent Competition: There was intense competition for top analysts capable of providing advanced threat responses.
Security at the centre of mobility
Recognising that many vendors could detect who and what was on the network, we highlighted that Aruba's 360 Secure Fabric went further—offering vital insights into the actions of users and devices. This positioned networking and security as two sides of the same coin, emphasising that HPE Aruba Networking's solutions empower users to implement intelligent mobility without compromising security.
Developing the conversation
While other vendors focused on external network protection, our content strategy emphasised Aruba's integration within the network, providing strength from within. We distilled this unique offering into a resonant proposition:
Stay one step ahead of attackers by possessing the one thing they don’t: Insider knowledge.
Creative, assets and tactics
To effectively convey the concept of ‘insider knowledge’, we crafted confident headlines that demonstrated empathy and understanding of our audience's challenges. The content featured straightforward language, reinforcing the idea that Aruba simplifies collaboration.
Visually, we adopted a striking, clean, and uncluttered art direction. A consistent visual element, the 'repetition' motif, represented the multitude of 'low and slow' attacks that networks face, reinforcing the pervasive nature of such threats.
Campaign deployment
We implemented a multi-touch integrated campaign structured into three tiers, aligned with the customer journey stages: Awareness, Consideration, and Interest.
Touch 1 (Awareness)
Deployed ads to generate interest in Aruba's 360° network security, featuring thought-leadership messages on intelligent security threat detection across various channels.
Touch 2 (Consideration)
Retargeted individuals who engaged with Touch 1 ads with more direct messages focusing on pain points and benefits, encouraging them to complete a desired call-to-action.
Touch 3 (Interest)
Directed users to a campaign landing page tailored to the campaign's objectives, whether lead generation with gated content or awareness with multiple ungated assets and options for further engagement.
Rolling out the campaign
Beyond creating the proposition, campaign platform, messaging, social strategy, and assets, we provided a comprehensive Campaign Implementation Guide for local and regional marketing teams. This enabled them to adapt our global creative platform and content marketing strategy to develop cohesive local and regional campaigns, fostering an active and engaged pipeline of leads.
"Thank you so much for all you’ve done. You’ve made a potentially painful process very easy with all the great ideas."
Joseph Marzulla, Hewlett Packard Enterprise
Could you be our next client?
If you’ve seen something in our case studies that got you excited, made you want to learn more, or you’d just like to meet the team behind the work – let’s talk.
