A digital security brand, repositioned around people. “Trust is a people thing.”
GlobalSign protects data and communications for businesses worldwide, but its category is seen as entirely machine-operated. We built a global proposition and an integrated B2B tech campaign that puts the people behind the technology first, and GlobalSign rated the work 9/10.
The results
A trust business that felt faceless.
GlobalSign’s SSL, identity and secure email products are built on trust, but digital security is assumed to be automated. It needed a story that set it apart from competitors and made the brand more relatable.
A B2B tech proposition, then a campaign.
Workshops with stakeholders across EMEA, APAC and the US clarified audience, positioning and the story pillars for all future communications. From them came one proposition, and a campaign across LinkedIn, email and internal channels to carry it.
- The proposition ‘Trust is a people thing’
- Messaging pillars to differentiate from competitors
- Targeted LinkedIn posts and sponsored content for decision-makers
- Email campaigns for current and prospective customers
- Internal launch through newsletters and team meetings
A more human, more trusted brand.
Every channel reinforced that behind every secure digital interaction are people ensuring its safety and integrity. The repositioning made GlobalSign more relatable and trustworthy to customers and prospects, and internal communications set out to align its own people with the new message.
“The team are responsive and work collaboratively with organisations to achieve the overall objective whether it be a specific campaign or day-to-day marketing support.”Michelle Davidson, Content Marketing Manager, GlobalSign
