Social Media Campaigns—Entrust Case Study
Reaching customers in their channel of choice
It’s an understatement to say that the digital age, particularly social media, has been a game-changer for marketers. As a native of direct response and 1:1 marketing, I quickly embraced digital media's ability for hyper-personalization and agility to assess results. What once took months to discover can now be revealed in days, even hours. It’s easy to quickly understand what engages an audience—and what doesn’t. And social media’s creative potential is second to none. The ability to develop creative that speaks directly to focused targeted markets and use various attention-getting assets has been transformational. The rise of AI tools and platforms enhances the opportunities for brands to nurture prospects and customers across the entire marketing funnel.
Case in point: Entrust’s media strategy includes a heavy emphasis on social media, recognizing that is where our target audience does its research. Campaigns used a variety of creative tactics, including video, motion graphics, and arresting imagery of the world on the move, all to appeal to its target audience of Chief Information Security Officers and Financial Institution Payments Managers. The following examples showcase various creative tactics used to remain relevant and engaging from awareness to advocacy.
Results: While social media is just one channel in the mix, it played a large role in achieving these metrics, not only in year one of the Entrust brand launch but also over time: Within the first year, the campaign exceeded all benchmarks, improving brand awareness by 40%, increasing website traffic by 37%, and exceeding traffic goals by 127%. Five years later, this compelling and unified brand continues to deliver strong results.
Viewing Note: Click the links here to view the videos embedded in sEveral of the campaign assets:
Keeping the world moving: https://youtu.be/FeCFO5rpeIc]
RSA Conference: https://x.com/Entrust_Corp/status/1534342225135603712?s=20&t=nXr4i140C2cG01sSaGbafg
Infosec cybervault: https://x.com/Entrust_Corp/status/1534920816411942913?s=20&t=dlqrE2um1fW1q1Bhq0f_2g
Lead nurture campaigns strengthen target audience engagement.
Provocative thought leadership campaigns effectively engage C-suite audiences who rely on third-party data to make buying decisions. The Entrust marketing and communications team consistently tried new approaches to keep the effort fresh, such as sponsoring in-depth research studies like the “Great Payments Disruption” study shown below. Entrust also maintains strong alignment with respected industry experts such as the Ponemon Institute to reinforce awareness as a trusted global leader and expert. The following social media ads demonstrate some inventive ways the creative team brought these studies to life, including a video of a drone delivering one of the Ponemon trends reports and using survey questions to encourage reader engagement.
Event marketing–experiencing the value of transforming fearlessly.
Entrust has long been recognized for providing engaging experiences across its multitude of global tradeshows: panel discussions with well-known cybersecurity thought leaders, unique giveaways such as drones at RSAC in San Francisco, and memorable, immersive experiences like the CyberVault Escape Challenge at InfoSec Europe. Compelling messaging across social media platforms had attendees putting Entrust on their must-visit list.
