F5 Case Study

Business cyberattacks and data breaches increased by 15% from 2020 to 2021, and cyber security experts expect this pattern to continue as hackers get more advanced. As a result, the cybersecurity marketing industry has seen dramatic growth in the past few years. In 2022, F5 decided it was its turn to start increasing awareness in the international cybersecurity industry.

F5 is committed to bringing a better digital world to life by securing and optimizing the applications, APIs, and infrastructure your business relies on—on premises, in the cloud, and at the edge. Trusted by 85% of the Fortune 500, F5 powers half of the world’s applications protects 4.5 billion web transactions every day, and mitigates 30 billion fraudulent transactions per month. In today’s fast-moving digital world, F5 helps your business innovate at speed and adapt to real-time changes, so you can deliver exceptional experiences that build customer trust and loyalty.

 
 
 

THE CAMPAIGN

Increase F5’s brand awareness as a cybersecurity leader through an omnichannel international marketing campaign.

  • The campaign ran in 10 countries: The United States, Denmark, Netherlands, Sweden, UK, Singapore, India, Australia, Saudi Arabia, UAE.

  • Use social (LinkedIn, Twitter, Reddit), video platforms (CTV, Pre-roll, YouTube), and strategic OOH to engage with F5’s target audience as they consume content across a variety of platforms.

The Results: The campaign garnered over 227m Impressions, driving 454k users to F5’s site to learn more. Beyond the metrics, F5 experienced an increase in awareness among the international cybersecurity audience.

  • AFF campaign resulted in an 11% increase in Aided Brand Awareness and a 22% increase in Favorability among target audience.

  • Among users looking for best-of-breed cybersecurity solutions, F5’s Aided Brand Awareness increased 13%.

  • Aided Brand Awareness increased 9% among C-Suite IT Professionals.

  • Cybersecurity professionals in companies larger than 1,000 employees experienced a 6% lift in top-of-mind awareness and a 22% increase in Aided Brand Awareness.

  • Awareness among IT Non-Decisionmakers increased 17%.

  • In the three major campaign regions – AMER, APCJ, and EMEA – users were 112%, 86%, and 211% more likely to go to F5’s website after being exposed to the A Force For campaign.