Positioning GCF as a global platform advancing the cybersecurity agenda
Background
The Global Cybersecurity Forum (GCF) is a leading platform, shaping the global cybersecurity agenda for policymakers, governments, businesses, thought leaders, academia, and NGOs. GCF goes beyond an industry or technical event, to inspire new perspectives, approaches, and action in cyberspace.
01
The Challenge
Strategy development and multichannel digital and creative campaign execution to drive registrations and position GCF as the leading global voice in cybersecurity. GCF returned for its 2022 edition with an agenda focused on key issues impacting the cybersecurity sector.
Working with GCF initially in 2020 and again in 2022, our strategy was to reach audiences through targeted digital and creative marketing, PR, and thought leadership. Backed by market insights and analysis, we set out to launch GCF in 2020 to international audiences for the first time, through the ideation of visually impactful branding, which captured attention via social and leading global and cybersecurity media. Our partnership has seen GCF expand its international communications reach.
Suite of tools used
- Advisory & Strategy
- Research & Analysis
- Insights & Measurement
- Products & Tech
- Brand & Experiences
- CX & Transformation
- Campaigns & Media
- Creative & Production
02
Advisory & Strategy
Delivered impact through full-spectrum strategy and digital campaign execution, exceeding client KPIs
Our integrated strategic approach was anchored in research and data, and executed through digital and creative tools. It enabled us to increase global brand awareness and connect with our audiences through tailored digital content and advertising.
03
Research & Analysis
The marcomms strategy was underpinned by audience insights
We undertook a detailed analysis of our target audiences to better understand their needs. These insights informed our strategic positioning, narrative and targeted messaging development, and channel mix.
04
Products & Tech
Conception, development, and production of an engaging podcast series
The GCF Podcast was conceived and developed to delve into a range of key issues discussed at the forum, featuring subject matter experts and GCF speakers. The podcast was released in the lead up to the event, building awareness and anticipation, whilst serving as a legacy asset living beyond the forum.
We also amplified the event livestream, a multi-room broadcast that immersed viewers in several event experiences simultaneously, to enable the GCF team to deliver the broadcast and attract more than one million views on digital and social media channels across the globe.
05
Campaigns & Media
Connected with international audiences and exceeded targets in all key areas
Spanning social media, search engines, media partnerships, out-of-home (OOH) advertising, and trade and traditional media, our campaign developed GCF as a truly global event.
Impactful OOH advertising placed GCF front and centre, reaching audiences in iconic locations around the world. These included the NASDAQ screen in Times Square, New York, La Défense in Paris, Canary Wharf in London, Dubai and Riyadh international airports, and a city takeover in Riyadh during event week. Locations were strategically chosen for maximum impact, to reach target audiences attending key international events.
In the lead-up to GCF 2022, our global digital marketing across social media and search advertising enabled GCF to exceed its targets in all key areas.
06
Creative & Production
Captivating visuals amplified the GCF brand across the globe
From outdoor campaigns in local and international markets, to social media posts, our talented in-house creative studio worked closely with GCF, supporting them with world-class production services to deliver spectacular results.
Our on-the-ground creative team captured footage to produce vox pops on the go and tell compelling stories throughout the event.
