Proofpoint was looking for a campaign positioning that helped communicate the importance of embracing a people-centric approach to cybersecurity strategy, one that protects an organization’s greatest asset and biggest risk – its people. They wanted to celebrate Everyday Heroes—those whose job it is to protect themselves and their companies from malware “from offices to kitchens and spare rooms.” The campaign featured simple imagery, outperforming the percentage CTR for LinkedIn and programmatic by 200-300% in all targeted regions. CISO engagement was 600% above the benchmark. In addition, programmatic ads were 60-80% more cost-effective than the benchmark set for CPC. Marketing-qualified leads were 59% above the target, and sales-qualified leads were 28% above the target.