Cisco Umbrella had a spotty record when it came to their Social Media Advertising. A lack of focus was deemed fixable by creating the “Cisco Umbrella Threat Spotlight” campaign. This series would feature the most recent and menacing online threats facing businesses that particular month.
Initially, I wanted to create a “Threat Spotlight” lock-up utilizing a strong type treatment coupled with illustrations within the Cisco Brand guidelines - gradients, oranges, blues and reds and flat simple graphics. Although there was a noticeable up-tick in social generated numbers it wasn’t the leap we were hoping for. Back to the drawing board.
I re-imagined the brand something nearer and dearer to my heart: Graphic novels and comic books. I envisioned each month being a pulpy, gritty story. The exploits of a particular attack haunting every business possible and you could read all about the seedy details if you clicked the button.
The results were extraordinary! Umbrella has seen some of the largest social media engagement numbers to date. Cisco employees shared the latest post 192 times which led to 194k impressions, 308 clicks and 175 reactions (engagements).