We created an intricate B2B integrated campaign to open up a new category for PKI solutions, Critical Trust, and position KeyFactor as the leading solution to the exposure epidemic.
Keyfactor is an award-winning PKI as-a-service platform for certificate lifecycle automation and IoT device security. However, enterprises do not perceive PKI & Certificate Management as a Service as bringing high value and impact on their business. Key Factor wanted to create a new category for its products, Critical Trust, and develop thought-provoking language that captures the attention of Keyfactor's target buyers and in the long run, establishes Key Factor as the leader of the category. Our task was to develop the language and visual identity for the new direction for Key Factor and activate the new category lightning strike plan through a fully integrated campaign.
To draw attention compellingly, we started by creating a metaphor conveying the risk of manually managing digital certificates at an Enterprise company. One person watching over an infinite number of doors demands constant vigilance for fear of missing something important or allowing access to the dangerous activity. We then raised awareness about this issue through a non-branded documentary-style video – an exposure epidemic manifesto. Next, a series of creative online materials were created positioning Key Factor as the number 1 solution to tackle this problem. We created landing pages, a Company Critical Trust Index score calculator which allowed for downloading a personalized report, a downloadable buyer's guide to assist in selecting the best PKI solution, and a well-orchestrated email campaign. We also designed the booth for KeyFactor's presence at RSA Conference, to be in line with the overall concept of the campaign.
B2B. Brand marketing. Technology. Video production. ABM. Lead Generation. Email marketing. Content Syndication. Conference activation. Performance marketing.
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