Forget passwords, forever. Meet Beyond Identity.
Beyond Identity came to us with just their name and an amazing idea: to completely eliminate passwords for good. The ask? For a new brand. And to tell that story to a notoriously skeptical audience: Chief Information Officers (CIOs) and Chief Information Security Officers (CISOs). All while launching in an already noisy market.
Our Approach:
A new brand, launch, and an apology tour.
With a clean slate to work with, we built the Beyond Identity brand from scratch (along with their website), paired it with a compelling go-to-market launch campaign that generated earned media, followed by a highly strategic and conceptual lead generation campaign.
Think 100% truths.
0% smoke and mirrors.
To craft a distinct brand that stands out in an already chaotic space, we leaned on fresh, clean visual elements, from the logo and colors to typography and use of white space. We also created a website that allowed users to engage with the story in multiple ways—through video, animated infographics, and copy that delivered on our refreshing spin.
Yup, an apology tour.
As part of our go-to-market launch, 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.
Unstealable.
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.
Validating results.
One month after the launch of the lead generation campaign, Beyond Identity saw noticeable growth in MQLs, organic search, and digital platform performance.
Engagement rules.
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.
