Despite the accolades, few industry leaders were aware of Orca Security.
Orca Security had earned industry recognition for simplifying cloud security, including a Gartner Cool Vendor award, but few business and technology leaders knew its name. In 2022 it set out to move from newcomer to category leader.
With Alli, PMG defined the audience as ambitious innovators, from IT teams to the executives they report to, and created "The Cloud Is Yours," a cinematic anthem about the freedom secure cloud operations make possible. It ran across premium placements including The Wall Street Journal and Hulu.
The campaign delivered 7.2 million targeted impressions, 4.3 million video completions, and 74% ad recall, along with qualified leads for Orca to nurture toward pipeline.
From its inception in 2019, Orca Security has offered a revolutionary vision for cloud security. One that dramatically simplifies and automates security and compliance, enabling development teams to become unhindered and security teams to move at the speed of cloud. Built to solve all the typical IT and cybersecurity pain points, Orca has been awarded many industry recognitions, culminating in the 2021 Gartner Cool Vendor for Cloud Security Posture Management.
Despite its accolades, few business and technology leaders were aware of the company. In 2022, Orca decided they were done being quiet about how they were revolutionizing cloud security, and partnered with PMG to introduce themselves as a breakthrough company with breakthrough creative and take their brand from newcomer to category leader.
Speak to Innovators, Defined by Their Ambition
According to 451 Research, nearly three out of four organizations use two or more cloud providers, with security concerns being the top challenge to cloud adoption. Organizations have to contend with complex technologies and new processes across their businesses. With Orca simplifying that, IT professionals can quickly go back to innovating for tomorrow. Our strategy was to speak to innovators in a broad sense, not just the practitioners, but more broadly, the companies they work for and their stakeholders. This ranged from start-ups to Fortune 500 companies, and psychographically, appeal to the professionals at these companies who define themselves by their ambition.
Reaching professionals who define themselves by their ambition meant knowing what those IT and business leaders actually read and watch, and the team mapped it in Alli, PMG's operating system. Alli Audience Planner built personas spanning hands-on IT teams and the executives they report to, people who see ambition as part of who they are. Those personas showed the team where a cinematic anthem would land with both groups before the media plan was set.
A Departure from Product-First Advertising in Pursuit of Unbounded Possibility
Grounded in the tagline "The Cloud is Yours," PMG's creative departed from product-first advertising in favor of a philosophical treatise on the state of the cloud, the potential of the target customer's company, and the absolute freedom that streamlined cloud security enables in the minds and operations of innovative companies who can imagine a future where the cloud is no longer a blocker or constant cause for concern.
PMG creative led the project from idea to delivery, including concepting and storyboarding, and overseeing production in Bulgaria, post-production in Finland, VFX in Paris, and using additional creative resources in Costa Rica. The result was a 60-second video that follows an IT professional whose office suddenly launches into the sky, symbolizing the risks and turbulence of cloud migration. As he navigates obstacles in the clouds, Orca helps mitigate them, restoring security and allowing the IT professional to return to his serene office.
With every publisher and channel in one Alli view, the team could see how the anthem performed across the Wall Street Journal, Hulu, and other premium placements. As results landed in Alli Data, planners moved investment toward the audiences and moments driving the strongest recall and engagement.
Orca's anthem made waves, driving awareness and engagement with business and technology leaders.
7.2MM Targeted Impressions 4.3MM Video Completions 74% Ad Recall Rate
The video was the centerpiece of a digital media campaign, also developed and executed by PMG, that launched Orca's new brand anthem across a mix of high-impact placements and successfully drove awareness and engagement with business and technology leaders.
Through premium executions, we reached the target audience through publishers like The Wall Street Journal and Hulu, driving nearly 7.2MM highly targeted impressions, and 4.3MM video completions with a video completion rate that smashed benchmarks. A brand lift study also showed that the campaign had a 74% ad recall rate, with most metrics surpassing benchmarks by an average of eight basis points. Alli Brand Equity tied brand and business signals together in real time, giving the team continuous visibility into how the anthem was moving both awareness and lead quality. The campaign went beyond its goal of increasing awareness, though, and also delivered qualified leads who Orca could nurture and drive down the purchase funnel towards pipeline and revenue.
"[The campaign] is a rallying cry to everyone who manages, uses, and secures the cloud."
Meghan Marks, CMO, Orca Security
[The campaign] is a rallying cry to everyone who manages, uses, and secures the cloud.
