Transforming cybersecurity education into an engaging experience, elevating brand awareness and positioning.
Logically enables midsized and enterprise organizations to achieve their business objectives. As a trusted partner for more than 20 years, Logically offers cyber-first solutions and services that infuse security across an organization to reduce risk and empower teams to focus on business—not the technology behind it. The Logically marketing team sought to differentiate its organization in the crowded MSP market while providing a creative way to educate its customers and employees about common cybersecurity risks.
Yeager helped Logically bring this vision to life through the creation of the “Threat Factor” series, a cybersecurity mystery designed to engage, entertain, and inform audiences. The series, along with a custom-designed card game, aimed to build positive brand affinity and stimulate curiosity within SMB and enterprise buying committees. The project shifted away from traditional marketing tactics toward a bold, story-driven approach that fused education with entertainment, creating an unforgettable experience for Logically’s audience.
The MSP market is highly competitive and noisy, making it difficult for companies like Logically to stand out. Many organizations offer cybersecurity services, but few have managed to break through the monotony of technical jargon and disengaged audiences. Additionally, traditional cybersecurity content can often be technical and dry, failing to capture the attention of a diverse workforce. Without an engaging format, the content could easily be overlooked, allowing critical security issues to go unaddressed. Logically recognized the need for something different—content that would not only inform but captivate its audience, encouraging them to think critically about their own vulnerabilities.
Goals of the “Threat Factor” series:
The MSP market is highly competitive and noisy, making it difficult for companies like Logically to stand out. Many organizations offer cybersecurity services, but few have managed to break through the monotony of technical jargon and disengaged audiences. Additionally, traditional cybersecurity content can often be technical and dry, failing to capture the attention of a diverse workforce. Without an engaging format, the content could easily be overlooked, allowing critical security issues to go unaddressed. Logically recognized the need for something different—content that would not only inform but captivate its audience, encouraging them to think critically about their own vulnerabilities.
Goals of the “Threat Factor” series:
Yeager Marketing developed the “Threat Factor” series, a six-episode cybersecurity mystery inspired by a real-life cyber breach. Each episode was framed as part of an investigation conducted by the fictional company’s Chief Technical Officer (CTO). The narrative unfolded from the perspectives of different employees, revealing vulnerabilities and red herrings along the way. Each episode peeled back another layer of the mystery, inviting the audience to actively participate in uncovering the truth. The final episode ended on a major cliffhanger, with the solution revealed only during the Season 1 Recap Webinar, ensuring ongoing engagement and excitement.
A custom-built microsite served as the hub for the series, featuring character audio intros, scrolling storylines, episode write-ups, and a sign-up form for email notifications. This microsite became a central destination for Logically’s audience, designed to immerse users in the mystery while ensuring they stayed engaged throughout the campaign.
Threat Factor: The Card Game was designed to be an engaging educational tool for in-person events, like Logically’s annual LogicON summit, and gifting campaigns. In the game, players learn how to mitigate risk based on their role in an organization, reinforcing key resilience strategies. By gamifying cybersecurity education, Logically added a tactile, hands-on element to the campaign, giving players an experience they wouldn’t soon forget.
The “Threat Factor” series distinguished itself through its unique narrative style and custom visuals. Illustrations, character development, and a suspenseful, whodunit format brought the story to life, appealing to a broad audience. Each character had a distinct personality and quirks, modeled after real-life industry influencers, from global speakers and authors to media contacts and channel chiefs.
These well-known industry influencers helped create a sense of familiarity and connection for viewers. This personalization helped the audience see themselves in the story, adding a layer of relatability to the educational content. Each episode left viewers on a mini cliffhanger, enticing them to tune in for the next.
The series’ tone was suspenseful and entertaining and aimed to make cybersecurity topics more accessible and engaging for a wide range of employees, regardless of their technical background. Viewers were kept on the edge of their seats, absorbing key cybersecurity lessons without the usual dry, technical delivery.
Threat Factor: The Card Game places players in real-world cybersecurity challenges, allowing them to strategize and mitigate risks based on their roles. Designed for engaging team events, it combines fun with hands-on learning, giving players a deeper understanding of how their actions impact their organization’s security.
The series was promoted through social media, particularly LinkedIn, with specialized social media posts designed for both Logically’s internal team and the industry influencers to use on their own profiles. Social media served as a key touchpoint for the audience, offering sneak peeks of the episodes and allowing for engagement even before the series was officially launched. These posts featured content, graphics, and video snippets that teased upcoming episodes and encouraged viewers to follow the series on the microsite.
While lead generation wasn’t the primary goal, the campaign aimed to drive traffic to Logically’s website, increase brand awareness, and promote engagement at key events like LogicON. By building anticipation across multiple platforms, Logically was able to maintain consistent engagement throughout the series, ensuring a strong turnout for the Season One Recap Webinar.
Animated video and display ads targeted at professionals in IT and L&D roles.
Native and display ads designed to reach a broader audience and engage key decision-makers.
Audio ads to reinforce the campaign’s messaging and direct listeners to Skillable’s platform.
Video ads that introduced the “That’s BS” message to a wider audience.
The “Threat Factor” series succeeded in increasing Logically’s website traffic and search volume, helping to satisfy the goal of building positive brand recognition. In particular, Logically saw a significant spike in activity following the release of each episode, as viewers returned to the microsite to watch the next chapter unfold.
A 10% form submission
conversion rate
An average of 3.1 minutes
spent on the microsite
About 1,800 page views
on the microsite
At Logically’s annual LogicON event, the series and card game generated significant buzz, further positioning Logically as a leader in the cybersecurity space. By combining entertainment with education, Logically achieved its goal of standing out in a crowded market and engaging its audience with compelling, relevant content. The success of the campaign also demonstrated the power of storytelling in business settings, showcasing how a creative approach can drive both educational value and brand loyalty.
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