As the global cybersecurity leader, Palo Alto Networks continually delivers innovation to enable secure digital transformation—even as the pace of change is accelerating. Every day, Palo Alto Networks provides the visibility, trusted intelligence, automation, and flexibility to help complex organizations advance securely.

As the Zero Trust cybersecurity trend gained traction throughout the industry, it became vital to position Palo Alto Networks as the true champion of this philosophy. As the global leader in this space, the company needed to be recognized in the market as being at the forefront of this vision.

At the same time, marketing efforts for Cortex Xpanse, a key product to enable a Zero Trust enterprise, were struggling to reach an efficient cost per lead (CPL), with an average CPL of more than $900. In addition, display campaigns were also struggling to capture any leads at all.

For the Palo Alto Networks global brand, our mission was to conceive of and develop an array of multi-media assets that communicated the company's long-held position on the Zero Trust strategic cybersecurity approach.

Beginning with a foundational infographic that illustrated the anatomy of a Zero Trust Enterprise, a long-tail category defining website, Viewstream created a website; a series of videos, white papers, and interactive tools; and large-format print pieces to reinforce Palo Alto Networks as the category leader across all modes of communication and brand touch points—both online and offline.

Viewstream focused on improving the campaign efficiency for the CORTEX Xpanse product before scaling our other campaigns. We targeted high-intent keywords and captured converting users to make the campaigns more efficient. We could then scale up the campaigns while maintaining a low CPL and increase spending with confidence. Campaigns were also created for various regions in order to leverage translated ad copy and increase conversion rates.