We called on Franck Ropers, a self-defense professional with 1.5m YouTube followers, to demonstrate that cybersecurity is a serious matter that should be dealt with by experts –those from Orange Cyberdefense. We produced a series of spoof self-defense tutorials to raise awareness about cyberthreats. Our campaign aired on LinkedIn targeting B2B decision-makers draws a parallel between Orange CyberDefense’s business activities and Franck Ropers’ profession. Ropers was already a well-known figure in the business community, as he offers corporate self-defense

Orange Cyberdefense was created in 2015. The company has since developed across Europe mainly through external growth operations and acquisitions, brought together under the Orange Cyberdefense brand. However, the Orange Cyberdefense brand suffered from a lack of awareness among B2B decision-makers, especially in countries where the Telco Orange brand is not established. So the objective was to strength its brand awareness and consideration among that target to grow the business. We opted to achieve this via LinkedIn, the most effective network for reaching decision-makers.

he strategic idea: spotlight the expertise of Orange Cyberdefense’s 2,500-strong team of experts to help businesses stay ahead of cybersecurity risks. The creative idea: the vast majority of ad campaigns in this sector play on the B2B community’s vulnerabilities. In contrast, Orange Cyberdefense chose to take an off-the-wall approach via three films that apply the principles of self-defense to cybersecurity, with a humorous twist. The claim behind the Orange Cyberdefense campaign we created was: “Cybersecurity is a serious matter. You’d better call serious experts.”

The strategy behind the “Cyber Self-Defense” campaign was to first demonstrate that the cybersecurity threats facing businesses can potentially affect everyone and can come from everywhere. The second key message was that not everyone is equipped to tackle these threats and that it’s something best left to the real experts, i.e. the people at Orange Cyberdefense: “Cybersecurity is a serious matter. You’d better call serious experts.” Rolled out on LinkedIn, the campaign targeted C-Level decision-makers and Chief Information Security Officers, responsible for selecting cyberdefense providers to protect their organizations. LinkedIn offered the best platform for a highly targeted campaign.

The paid media campaign was rolled out on LinkedIn for three weeks in July 2022 in 7 Europeans countries: France, Belgium, Netherlands, Germany, Norway, Sweden and Denmark Paid media budget: €300K for the three “Self-Cyberdefense” films.

It was launched simultaneously on Orange Cyberdefense’s own media in all 11 countries where the company operates (including France). It was also shared over the Orange Group’s social media channels (1.3 million LinkedIn and Twitter followers).

A brand awareness and consideration campaign that achieved:

- 19 million views on LinkedIn, reaching 2.2 million members.

- A significant improvement in the brand’s perception:

- 6-point increase in Orange Cyberdefense brand awareness among target B2B decision-makers (CEOs + CISOs)

- 8-point increase in brand awareness in countries where the Orange brand is less well known.

- 30%-increase in reach among target B2B decision-makers (CEOs + CISOs)

- 71% increase in lead-gen completion rates (forms completed to obtain more information about the services provided).