Antiquated legacy penetration testing methods fail to catch all the critical vulnerabilities that exist within a company’s environment, which puts organizations at risk. Companies are seeking new, innovative solutions to test their digital environment for vulnerabilities.
“A Better Way to Pentest”
— Global Marketing Campaign
My role: Creative concept, design, production
Accounts reached: 27,563
Impressions: 6Sense–2,805,000 LinkedIn–6,613,000
Clicks: 6Sense–1,641 LinkedIn–23,004
CTR: 6Sense–0.06% LinkedIn–0.35%
GOALS
Provide the analysis to security leaders of the challenges and deficiencies of traditional pentesting
Demonstrate that Synack offers a better way to pentesting than alternatives while highlighting how it helps current customers stay ahead of adversaries
Differentiate Synack in the market
Generate leads
SOLUTION
I was inspired by the metaphor in the white paper content: Traditional pentesting is like a turtle chasing a cheetah. The visual concept resonated well with the content creators. This phrase became the white paper’s title and subtitle.
Bold, unconventional cheetah-and-turtle visuals were telling the story.
The campaign spanned a full suite of assets—web page, white paper, webinar series, eBook, paid and organic ads, and blogs—and extended globally, bringing the concept to life in tradeshow booths worldwide.
IMPACT
The design and messaging captured the audience’s attention with bold, impactful visuals.
The campaign performed strongly across all demand-generation channels, resonated in global markets, and generated a significant volume of high-quality leads.
