WHAT’S THE FREQUENCY, KENNETH?
In an oversaturated B2B landscape, especially on LinkedIn, IT decision-makers, CIOs, CTOs, and VPs are bombarded daily with opinions, stats, solutions, and thought-leadership. It is by far one of the hardest-working feeds. Standing out as a trusted resource requires consistent, and strategic effort to capture attention and stay top of mind. More so, to continue building brand awareness and drive demand without becoming noise.
 Grab Attention |
Build Brand Awareness |
Shape the Narrative |
Initiate Demand |
CLICK MAGNET
To break through feeds, I created a range of distinct, insight-driven social campaigns—each crafted with a tailored visual approach and messaging. Using bold headlines, vibrant visuals, and simple, impactful storytelling, the goal was always to grab attention quickly and drive meaningful engagement, leading to clicks, downloads, landing page visits, and event sign-ups.
ROLL:
Concept, Creative Direction and Art Direction
Zero Doubt
Zero Doubt represents Veritas’ revolutionary approach to security across its product portfolio—a bold, forward-thinking mindset that demanded an equally disruptive creative expression. To bring this to life, I developed a high-impact campaign theme and leveraged AI to craft a unique visual world—one that felt figuratively “mind-blowing” and unmistakably distinct from anything else in the category.
PROMPT OUTPUT
With Adobe Firefly’s AI tools, I was able to rapidly develop, iterate, and refine concepting for this initiative. What would traditionally require multiple images and mood boards to communicate was distilled into near-final visuals (for social use) within a few hours. Using key black-and-white sketches as visual references and refining prompts along the way, I quickly developed a set of usable assets. This approach not only accelerated creative ideation but also made it easy to extend the campaign.
Social posts drove users to a microsite that offered a quick, digestible overview of the Zero Doubt process, key features, and supporting statistics. The site also included cross-posts to relevant articles, briefs, and overviews, serving as a concise, hub for campaign information.
The overall campaign was localized in seven languages, extending its global reach, and was featured prominently on the Veritas home marquee.
Control Your Data
This campaign theme was derived from strategic insight into the daily struggles of our target audience; CIO, CTO, VP/Director IT—to handle the ever-growing risk and complexity of multi-cloud data management. The campaign objective was to grab attention to engage awareness and initiate demand.
Media Flight
May-Nov
Countries
8
Total Impressions
11M+
LinkedIn CTR
.39%
Benchmark: .25%
Programmatic CTR
.33%
Benchmark: .17%
The simple and compelling value propositions were delivered through a mix of social, display, and video ads—including high-impact video ads on LinkedIn that elevated the storytelling and response for the campaign.
Demand ads were used in retargeting to promote individual content pieces, complementing the awareness ads and providing practical next steps.
The messaging structure and design style of this campaign made it easy to extend across languages and regions. It ran in key markets including France, Spain, Germany, the Nordics, China, Korea, and Japan.
The bold style of the campaign was easily extended into live events and cross-channel continuity.
