RSA Digital Risk Management Campaign
Native ads
Beginning in the second half of 2018, RSA decided to corner the nascent market for digital risk management (DRM) solutions. Thus, the goals for the DRM campaign were to define, create awareness around, and make RSA synonymous with the concept of digital risk management. To that end, I wrote banner ads, native ads, LinkedIn ads and video scripts. Here’s an example of one of the native ads I wrote. The native ads achieved a .23% click through rate, exceeding our goal of .15%.
LinkedIn ads
This is one of my favorite LinkedIn ads for the digital risk management campaign. It works by playing off of everyone’s desire to impress the boss and by instilling a wee bit of anxiety (e.g., “Oh my gosh, what’s this digital risk management thing?”) This was one of our highest performing LinkedIn ads of the campaign: it helped drive a .60% click-through rate across all of our LinkedIn ads for the campaign.
Video scripts
I wrote several scripts for :30 second video ads. Unfortunately, the script I liked best never made it in market, but if you’d like to see the storyboard for it, let me know. Meantime, you can see one of the videos on YouTube.