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.
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.
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.
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.
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.
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.
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.