Are you looking for inspiration and new ideas to revamp your cybersecurity marketing strategy?
In this article, we are unpacking powerful cybersecurity marketing case studies and our agency’s hands-on insights.
From cybersecurity influencer partnerships to creative messaging for your next cybersecurity marketing campaign – we’ve got you covered.
The cybersecurity market is a saturated space. As numerous VPNs, password managers, parental control and antivirus solutions are competing for the attention of prospective customers, the rivalry is fierce.
To stand out in this crowded industry, your marketing message has to be relatable and engaging.
Experts from Mischka agency have worked with multiple cybersecurity companies, and here are our top recommendations for a successful cybersecurity marketing campaign.
Insightful marketing tactics and case studies for your cybersecurity brand
Cybersecurity marketing does not have to be boring
Whether you run marketing for a consumer or B2B cybersecurity brand – you are marketing to humans. While B2C marketers communicate to individuals, B2B marketing pros target cybersecurity executives and decision-makers.
With this in mind, your marketing communications have to be human-centered.
In their case study for McAfee, Prophet put individual stories first. The idea was to reposition this cybersecurity giant as an approachable and optimistic brand that empowers people to confidently enjoy their lives online.
McAfee and Prophet crafted a fresh brand strategy that puts people first. They wanted to break away from the usual cybersecurity norms and tap into what really drives purchases. Their focus? Showing how McAfee’s protection isn’t just about online security—it’s about giving people the freedom to live confidently online, covering everything from cybersecurity to identity and family protections.
When 1Password wanted to spice up their brand, they knew they needed someone cool. So, they teamed up with Ryan Reynolds — his signature humor and effortless charisma brought the brand’s message to life in an entertaining and memorable way.
Sure, not every brand can afford to partner with an A-list celebrity. That’s where customer testimonials and influencer endorsements come into play.
Leverage customer testimonials for your cybersecurity marketing
Every brand marketer knows the power of testimonials. Passionate customers can speak about your cybersecurity brand in a way that will resonate with people like them.
Here’s a great example of a customer testimonial from LifeLock:
Consumers don’t want to be lectured by brands. They want to hear from relatable people, and they are open to learning things in a simple yet engaging manner.
Partner with cybersecurity influencers
Take advocacy to the next level – leverage cybersecurity influencers to endorse your solution.
Like your customers, influencers can talk about your brand and recommend it to their community. Influencers’ power lies in the trust of their audience and the scale of their reach.
Both B2C and B2B cybersecurity brands can benefit from partnering with influential personalities. Make sure to implement a robust tracking and reporting process to fully capture the impact of your influencer program.
By using keyword research and social monitoring software, Mischka agency identifies experts in the cybersecurity niche. We’ve facilitated thousands of brand-influencer partnerships across multiple media platforms – blogs, podcasts, YouTube, TikTok, and Facebook.
There are numerous ways your brand can work with cybersecurity influencers:
Launched as a dynamic platform for all things security, this podcast has quickly become a go-to source for insights from some of the brightest minds in the field.
Since its inception, “Random but Memorable” has hosted an impressive lineup of guests, including security guru Lesley Carhart (@hacks4pancakes), email privacy expert Ricardo Signes from Fastmail, and data analysis ace Professor David Bader, who discussed using data to detect insider threats. These episodes bring a wealth of knowledge and perspective, making complex security topics accessible and engaging.
Hosted by 1Password’s own Matt Davey, Chief Experience Officer; Michael “Roo” Fey, Head of User Lifecycle & Growth; and Podcast Producer Anna Eastick, the show offers more than just serious discussions. They share engaging updates, like Watchtower Weekly, which dives into the latest security breaches, and light-hearted games that close each episode with a touch of humor.
Think outside of the cybersecurity niche
When marketing a cybersecurity solution, your audience should not be limited to cybersecurity enthusiasts. In this day and age, when almost everyone has access to the internet, cybersecurity becomes a universal need.
While your addressable market is vast, you must clearly define your target audience segments and determine the messaging for each segment. Based on that, find influencers in these particular segments.
We realized that a VPN is a ubiquitous solution with dozens of use cases.
We segmented our audience based on the most common use cases, e.g., gamers, travelers, movie fans, etc.
We then crafted the messaging highlighting the value props for each specific audience group.
We partnered with influencers to target these audience groups.
In this sponsored integration on YouTube, a PUBG gamer Erasable Ninja, talks about how Hotspot Shield VPN helps him connect to the game’s service in foreign countries to play with international peers.
Specific, targeted, relatable – this is our agency’s mantra when it comes to influencer marketing.
Let’s take a look at another non-endemic influencer partnership by Bitdefender.
Bitdefender, a leader in cybersecurity, teamed up with Doctor Mike, a popular figure known for his medical myth-busting videos. The goal? To highlight a key issue: cybersecurity threats in healthcare.
In the video “The Worst Hack In Healthcare History,” Doctor Mike explores the severe impacts of cyberattacks on healthcare systems. He explains how these breaches disrupt hospital operations and expose sensitive patient data. His engaging style makes the complex issue of cybersecurity in healthcare easy to understand.
The video not only raises awareness about these risks but also positions Bitdefender as a trusted solution. By leveraging Doctor Mike’s influence and Bitdefender’s expertise, the campaign effectively emphasizes the need for strong cybersecurity in the healthcare sector.
Embrace situational PR for your cybersecurity brand
While well-strategized and calculated marketing campaigns should be the backbone of your cybersecurity marketing plan, spot-on situational PR can get you viral overnight.
Consumers appreciate brands that step in during high-profile cultural moments.
To execute a viral marketing campaign, you need to keep your hand on the pulse of the conversations in your niche.
Here’s an example of a reactive marketing campaign Mischka agency executed for our client DeleteMe.
DeleteMe is a trusted privacy data removal service that helps its customers prevent the risks of doxxing, harassment, and other unwanted communications by removing their data from search results.
When a popular YouTuber jacksfilms was doxxed by another celebrity content creator, SSSniperwolf, our team was quick to respond.
Here’s the chronological recap of our campaign:
Jacksfilms was doxxed by SSSniperwolf as the latter showed up in front of his house and posted a selfie on her Instagram stories.
Jacksfilms tweeted about her “creepy, gross, violating” behavior and called on YouTube to demonetize SSSniperwolf or remove her from the platform altogether.
He also recorded a YouTube video with over 4 million views and 57 thousand comments. The story received massive attention within the YouTube community and beyond.
Our team contacted Jack right after the incident to express our support. We offered him a free subscription to DeleteMe to help him remove his personal details from the web.
We facilitate a partnership between DeleteMe and Jacksfilms to educate his followers on how to prevent doxxing. You can check out the sponsored video below!
While situational marketing is hard to plan, it can be a powerful tactic for attracting new customers when done right.
Takeaways for cybersecurity marketers:
Leverage relatable personas and stories in your cybersecurity marketing communications. From visual identity to messaging – focus on how your brand helps real people.
Partner with influential personalities to endorse your brand and think beyond the cybersecurity space.
Do you need help finding the right influencers for your cybersecurity brand?
Work with a trusted partner – Mischka agency has built effective marketing campaigns for multiple cybersecurity companies.
