We began with a fresh and clean brand identity—from logo, to colors, to typography and more. Our internal mantra was restraint, to keep our audience from feeling like we were spinning a message, and to stand out in a crowded, noisy market. Our work culminated in a website that allowed users to engage with the story multiple ways—through video, animated infographics and copy that delivered 100% truths and 0% smoke and mirrors.
As part of our go-to-market, we also created a digital campaign that ran on The Wall Street Journal. We dubbed it “The Apology Tour”—because the founder of Beyond Identity had essentially created the need for passwords 25 years ago when he invented the Netscape browser. And now he has come back to say, “I’m sorry,” and to right his wrongs by eliminating passwords forever.
Once we were done apologizing for creating passwords, it was time to get rid of them. Our lead generation campaign reimagined the password as another personal belonging capable of being stolen. But we asked the question, “How could it be stolen if it doesn’t exist?” So just like passwords, the methods in which they were stolen ceased to exist.
One month after launch of the lead generation campaign, Beyond Identity saw noticeable growth in MQLs, organic search and digital platform performance.
On the Beyond Identity website, we saw an engagement rate of 2.78 pages per session on average—showing that people had explored the pages extensively—and we measured an average session time of 1:35.
Our results confirmed what we all know. Passwords stink. And a great idea surrounded by great branding, well, that certainly doesn’t.