Helping Imperva unify media and creative after a rebrand

Published On
Jul 30, 2020

Description

We secured a successful global rebrand for Imperva by unifying their rebranding efforts across multiple channels and regions. Our full-funnel campaign created a cohesive media and creative environment for the brand globally, all while demonstrating Imperva’s new value proposition and fueling demand generation through account-based marketing to support pipeline goals.   

Initial media went into Search Engine Marketing and CS, then shifted towards programmatic (display and native), social (image and video), and targeted high-impact display (CBSI.com) aimed at driving middle to upper-funnel consideration and awareness. We ran this global campaign across the US, Germany, Japan, Australia, and Singapore.

We followed best practices to create new optimized-to-media creative and landing pages. Our creative work included landing pages, consistent branding and other campaign assets, banners (utilizing short but engaging copy), ad copy (3-4 variations to continually test performance), social assets, and in-language assets (German and Japanese). New creative evolved toward native and online editorial cover wraps. We targeted executives directly with three Forbes magazine cover wraps. “Innovate Fearlessly” was the key theme, reassuring our CSO audience that Imperva had their backs, so they could focus on the future. The issues included September’s Most Innovative Leaders, October’s Forbes 400 and November’s Just 100.  

Creative and media synergy worked together to convince key audiences that Imperva is the only cybersecurity company that combines both market-leading app and data security, while reinforcing the brand persona of a world-class, yet agile leader. We exceeded CPI efficiency targets for SEM and CS, delivering a 20% and 55% improvement YoY, respectively. Our optimized landing pages led to a 29% increase in global conversation rate MoM. We drove higher inquiry volume with the goal of driving sales in the pre-opportunity pipeline.

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Credits

Date
Jul 30, 2020
Agency :
JUST Global
Client :
Imperva

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