From a consumer password manager
To an enterprise cybersecurity solution.

CHALLENGE

Dashlane — an industry leading, all-in-one cybersecurity company specializing in credential security — sought to move away from their predominantly retail B2C target audience, into the B2B world of enterprise solutions. That meant goodbye retail consumer, hello CIO’s and IT professionals. With marginal awareness among the new target audience, our goal was to break through the category noise, while reaching a whole new audience.

STRATEGY

How do you speak to the high tech enterprise professionals of the world, and show them you understand them? By focusing on drama. For CISOs and IT Professionals, drama is bad. Because drama usually means that a security breach has occurred. And when your job already has you haggard, overworked, and under-resourced, even a little bit of drama is a really big problem. So we positioned Dashlane as the cure to cybersecurity drama in the workplace and we did it by using the secret love language of IT professionals … Dungeons and Dragons.

CREATIVE SOLUTION

With a cinematic nod to the staid, corporate world of Severance and 12-sided-die aplenty, we zeroed in directly on our target consumers and showed that “drama” was reserved exclusively for after work —at least for Dashlane customers.

RETURN ON CREATIVE

• +32% Marketing Qualified Leads
• + 53% Annual Recurring Revenue
• +22% Annual Contract Value (B2B Sales Pipeline)
• +49% Annual Recurring Revenue
• +91% Annual Contract Value (Enterprise Deals Won)
• +13% Video Engagement
• -80% CPV
  ‍

COLLABORATORS  

Docter Twins
Thinking Machine
PS260