PROOFPOINT

Hackable Me

OVERVIEW

To highlight the rise in cybercrimes, Just Global Australia created a podcast series for cybersecurity specialists, Proofpoint, aimed at the security industry — and the public too. “Hackable Me” looks at the industry of hacking and cybersecurity, and gives practical tips on how to become hack-wise.

OBJECTIVES

Engage any Enterprise employee in APAC, helping to position Proofpoint as the ‘every’ security risk partner of choice. Educating both businesses and the public of the dangers of hackers and highlight the issues. 

EXECUTION

Based on audience research, an info-tainment outline for the podcast would best reach and engage users through human stories rather than specifically business level. Using detailed analysis of content consumption in the region, a “hack-wise” quiz for social media pushed the stories further.

RESULTS

On a small budget, we achieved 1M impressions and 3,000 podcast downloads – establishing Proofpoint as a major player in the protection of businesses, their employees and their data.

OVERVIEW

In 2018, the average loss by an enterprise after a cyber-attack topped $1.1m — 52% higher than in 2017. Why? Because despite all the leading-edge technology, there’s a weak spot in the battle against hackers — people.

To highlight this issue, cyber security specialists Proofpoint and Just Global Australia developed a podcast series aimed at the security industry — and the public too. Positioning Proofpoint as educators, Just Global Australia crafted infotainment outlines for HACKABLE ME, also creating the HACK-WISE TEST — a fun questionnaire that measured your risk of being hacked and let you post your achievement level to Facebook, LinkedIn, Twitter and Instagram.  

Then, came COVID-19.

Episodes were quickly adjusted to reflect the world’s ‘new normal’. The Just Global team restructured to record and deliver high-quality interviews with house-bound Futurists, Behavioural Psychologists, authors and even a hacker, located all across the globe.

Hackable Me launched on-time via Spotify, Apple, Google and Acast and was backed by social posts, videos and user generated promotion. 

OBJECTIVES

What is phishing and how is business reacting to the threat? How are online lotharios using similar techniques to trick would-be partners? And how do youprotect yourself and the company you work for from loss? To educate our audiences around these threats, we devised a team of cyber experts, as well as a leading cybercrime author, a technology futurist and a socio-technical analyst.

We needed to engage any enterprise employee in APAC, helping to position Proofpoint as the ‘every’ security risk partner of choice. We also aimed to educate both businesses and the public of the dangers of hackers and highlight the issues. 

Execution

Based on deep audience insights, development of Proofpoint’s brand, content and media plan, that enabled a sophisticated brand experience delivered. Helping to drive lead generation and nurture, with content that Just Global knew would work effectively in the region to compliment existing global content.

 
Segmented audiences, with a wider “Influencer” audience and a narrower ITDM audience within key strategic accounts across the region, were chosen. Implementing an integrated media plan, utilizing traditional B2B platforms as well as more consumer tactics, with best use of new and existing global & regional content, allowed Proofpoint to target their direct and wider audience. 
 
It was decided that the creation of a podcast series based on research, would engage our audience on a human rather than specifically business level, using detailed analysis of content consumption in the region, would reach and engage the target audiences best. 

Output 

To help drive consumer interest and direct that interest to our podcasts, we created a fun questionnaire that rated people’s susceptibility to being phished. The PQ Test (standing for Phish-wise Quotient) and the podcast series lived on the campaign hub —a specially created landing page on the Proofpoint website. Visitors were encouraged to post their PQ scores for friends and followers to see on social media.
 
There was also an integrated media program to create awareness of Proofpoint’s series and test, spanning across multiple channels to deliver awareness, engagement and new leads, that could be effectively nurtured. 
 
Results
On what was a small media budget, Proofpoint, with partnering with Just Global managed to achieve almost 1M impressions and 3,000 podcast downloads. Establishing Proofpoint as a major player in the protection of businesses, their employees and their data.