Red Canary
What’s it like to work for a cybersecurity startup in hypergrowth? You have to wear more hats than a Kentucky Derby crowd.
As Red Canary’s first copywriter and content strategist, I had a hand in (almost) every messaging touchstone—from website overhauls to SDR emails.
Campaign Theme
Integrated Messaging Platform
Social Media Planning
Copywriting
And I Quote
I spearheaded Red Canary’s first “mini” brand awareness campaigns in scrappy, cost-effective ways.
I gathered data, chose which formats best communicated various types of content, performed content gap analyses, created comprehensive messaging, and oversaw production.
The idea:
Red Canary’s customers wanted to remain anonymous (read: cybersecurity). But their stories were ideal for brand awareness. So we turned our employees into actors and eliminated the middleman.
The results:
This was the highest-performing brand content we had published on LinkedIn up to that point. It smashed our records for organic engagements, and it outperformed the competition 4:1.
Confidence as a Service
I helped Red Canary concept and launch its first fully integrated marketing campaign.
Background:
Many IT leaders feel deeply insecure about their ability to stop cyber threats. Making matters worse, their job was on the line if a breach happened.
The idea:
I noticed that the word “confidence” kept popping up in customer case studies and internal research. It was proof that Red Canary’s products were changing the way people felt about their security, so I wanted to lean in on that truth.
Playing off of the ubiquitous “SaaS” term, I developed the theme “Confidence-as-a-Service” to broadcast the emotional product benefit and to own the language.
The results:
It was the highest-converting marketing campaign at the time
Differentiating visuals showed people outside of tech settings
Focus groups and customers gave feedback that the theme was spot on
The process became a template for future campaigns
Here’s some stuff I wish we would’ve made.
Work smarter. Dream happier.
Red Canary helps you work smarter, which doesn’t just help you sleep better—it helps you dream happier, too.
Whimsical dreamlike imagery
No product photos; just the benefit
Ideal for social and video, where we could meme-ify the sleep idea
Horror Spoilers
Red Canary stops threats before they can do damage. By the same logic, we would make short horror films (mimicking the famous ones) where the bad guys would be caught right away.
“We spoiled it for you” would be the payoff line
Completely different theme for the industry
Fun, scary, and entertaining