Praethorus by ELCA Security
Go-To-Market strategy, design and integral production of campaigns to launch on a new market
Initial situation
Faced with the lack of product experience, we first carried out a double analysis process: mapping the competitive landscape and directly capturing the expectations of their teams and customers via targeted workshops and interviews. These insights made it possible to build a clear strategic framework around a human value proposition, centered on simplicity and trust, and to establish a customer journey adjusted at each decision-making stage. This foundation made it possible to align the vision of ELCA Security with the marketing actions to be undertaken, and structured all the key messages necessary to launch Praethorus in a coherent manner.
Results
From this framework, we explored different creative territories and deployed the “Protecting What Matters” campaign. A campaign that combines a down-to-earth tone and a creative bias that is unprecedented in the sector. The content, designed for digital, print and social networks, has been designed to be easily replicated and adapted to different audiences with very distinct expectations that can be extended over different periods of time. At the same time, a detailed funnel strategy guides prospects and customers from awareness to conversion.
This strategy has materialized in the production of several communication supports, in particular:
- Campaign visuals
- Landing page
- Promotional videos
- Video clips of testimonies from experts and customers
- Editorial articles and awareness-raising content
- And other communication materials with an agile approach
Launched recently, this end-to-end approach, from design to production, ensures ELCA has a solid foundation to measure, adjust, and extend the impact of Praethorus.
We continue to support them in an approach Test and Learn, to ensure that the efforts made bear fruit.
