Challenge
Brivo produces an annual report looking at the trends in the physical security space, surveying security decision-makers on what is changing and what is likely to change. While this is a valuable resource for the security industry, revealing current thinking and patterns, Brivo was also keen to see tangible results from its investment in the report.
In particular, it wanted to increase the business’ share of voice in the UK, DACH and the US. It also wanted the annual trends report to support sales lead generation, especially in EMEA.
Solution
CCGroup worked with Brivo to create the new iteration of the Top Global Security Trends report, from devising the themes, drafting the survey questionnaire, and writing the final report. For an annual trends report to be relevant, it needs to evolve and reflect current themes. For this year’s survey, this meant covering topics such as attitudes towards AI and data analysis, integration of physical security with other systems, and the importance of the CSO role.
As well as drafting the press release based on the report and pitching it to the media, CCGroup created social campaigns to drive report downloads and distribution. This included interactive content for organic social and search discovery underpinned by an animated video ad campaign on Linkedin with sophisticated targeting, multiple ad groups and A/B testing and retargeting to generate genuine MQL’s. A truly integrated campaign.
