Imperva

Industry |

Our Role |

Helping Imperva Unify Media and Creative After a Rebrand

Imperva is committed to protecting the pulse of their clients’ business by securing their enterprise apps and data.

We needed to demonstrate Imperva’s new value proposition to C-suite and enterprise security professionals while fueling demand generation to support their pipeline creation goals, deliver efficiency gains, and connect their vast digital landscape after multiple business acquisitions. Imperva’s marketing strategy had also adjusted from predominantly event-based to digital-first, and they needed a huge volume of creative developed within weeks across their digital ecosystem.

The idea: protecting the pulse of your business

We helped this global cybersecurity firm lock down a successful rebrand. How? With a holistic creative and media approach that unified their international messaging with tried-and-true best practices and media innovation. Creatively, we wove together a robust unification of creative branding and key messaging to make a cohesive global brand experience.

Bringing the Idea to Life

We delivered a powerful combination of creative content and media partnership that cut through the noise and elevated Imperva’s new brand promise.

Initial media went into Search Engine Marketing and CS, then shifted towards programmatic (display and native), social (image and video), and targeted high-impact display (CBSI.com) aimed at driving middle to upper-funnel consideration and awareness. We ran this global campaign across the US, Germany, Japan, Australia, and Singapore.

We followed best practices to create new optimized-to-media creative and landing pages. Our creative work included landing pages, consistent branding and other campaign assets, banners (utilizing short but engaging copy), ad copy (3-4 variations to continually test performance), social assets, and in-language assets (German and Japanese). New creative evolved toward native and online editorial cover wraps.

We targeted executives directly with three Forbes magazine cover wraps. “Innovate Fearlessly” was the key theme, reassuring our CSO audience that Imperva had their backs, so they could focus on the future. The issues included September’s Most Innovative Leaders, October’s Forbes 400 and November’s Just 100.

Programmatic Display

Creative HTML5 animation leveraged brand iconography and compelling headlines to engage audiences.

Multichannel Brand Units

Awareness-focused brand channels included DOOH, Forbes Magazine cover wraps, direct buy, and audio podcasts.

Landing Pages

We developed over 30 SEM-optimized Landing Pages and Thank You Pages across the core geos to create a seamless customer journey.

Cover Wraps

We created a series of high-impact Forbes cover wraps which were also distributed as mailers to a targeted list of accounts and as event collateral.

This Cybersecurity Company Locked Down a Successful Rebrand

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Increase in landing page conversation rate MoM

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Increase in purchase consideration

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Improvement in Cost-Per-Landing

Recognition

sfBIG Awards
Finalist: Best Use of Video/Creative Social

Summit Creative Awards
Bronze: Best Integrated Campaign

dotCOMM Awards
Gold: Digital Marketing & Communications Campaign – Digital Marketing

Gold: Digital Marketing & Communications Campaign – Integrated Marketing

Our impact

We delivered immediate efficiencies while building a foundation for long-term international success.

Creative and media synergy worked together to convince key audiences that Imperva is the only cybersecurity company that combines both market-leading app and data security, while reinforcing the brand persona of a world-class, yet agile leader.

We exceeded CPI efficiency targets for SEM and CS, delivering a 20% and 55% improvement YoY, respectively. Our optimized landing pages led to a 29% increase in global conversation rate MoM. We drove higher inquiry volume with the goal of driving sales in the pre-opportunity pipeline.

We also delivered efficiency gains through vendor consolidation and volume pricing. We optimized a media mix by country across all paid levers and delivered traffic lift, better cost-per-lead and brand impression share.

Client quote

“JUST Media has been an incredible partner as we’ve looked to transform our demand efforts across the globe. They have a unique blend of strategic thinking, media chops and customer-backed thinking that drives bottom-line growth for their clients. Our efforts have yielded significant improvements in how we think about running the business, the customer experience and ultimately our overall market share.” – Brad Hill, Global Director of Brand & Demand Generation