Rather than doing something strictly technical for this product launch—since security is often SO serious and scaremongery—we wanted to capture the feeling of the benefits of being protected, and the value of what that means for business owners and their end users. The final result was a highly collaborative video with emotional appeal paired with more serious and straightforward web and email content—all of which exceeded the marketing opps target by 270% in its first month.

• Positioning: Thousands of harmful websites are created each day, and malicious advertising, phishing sites, and other security threats can bypass legacy content filtering. N-able DNS Filtering gives stronger protection against these threats, greater network visibility, and user-based reporting from within the N-able N-central® dashboard.

• Target demo: MSP business owners and internal IT teams

• Responsibilities:

  • Met with product and marketing stakeholders to determine intentions and requirements

  • Organized and spearheaded brainstorming and concepting sessions

  • Developed overarching theme and secondary taglines

  • Wrote the script (audio and video) and revised it in collaboration with product and creative

  • Attended and directed recording session to ensure audio encapsulated the correct tone and approach

  • Created a central hub for storing and organizing project specifics

  • Worked in tandem with design and video to create a detailed storyboard using interactive collaborative software

  • Wrote copy for all ads and social posts