When ISC2 debuted their new brand, they wanted to showcase a different world of cybersecurity – one that reflected the current state of the industry and the diversity of the people in their field. It started with a name shift from ISC2 to ISC2, and then a complete revamp of their look and feel. We then needed to create brand recognition across their existing and prospective audiences.
Our approach was to capitalize on the humanity of their members through portraiture and using messaging to highlight the benefits that ISC2 certifications and courses can provide to both businesses and individual careers. We brought that new brand vision to life creatively and strategically across a variety of platforms and media placements to show the world the revamped ISC2 using a full-funnel approach across Meta and LinkedIn platforms, delineating campaigns across both B2B and B2C audiences.
The five month campaign drove 35.13M total impressions, 156.7K total clicks, and 7K total conversions. As part of the campaign, we conducted a brand lift study with our programmatic partner, StackAdapt, and the findings were very positive, with an average relative* brand lift of 11.14% and a positive response rate of 1599 (31.4%). Our UK campaign was particularly successful with a 75.96% video completion rate, surpassing the USA's 67.81%. Collectively, the data reflects a positive impact on ISC2 brand awareness.