The brief: Building on the momentum of the Fierce campaign, Barracuda doubled down with a targeted digital push aimed at IT decision makers at mid-market companies. Alongside it came an identity update that moved from a single fierce barracuda to a school of digital fish, a community that protects one another.
The role: I led the identity update and the campaign creative. We ran it in phases, testing one variable at a time so we always knew what was driving results, and pushed the winners forward in RollWorks and Google Ads.
Phase 1: The button. We started with the CTA, testing three treatments with the same headline: a glowing blue outline, solid blue, and yellow. Yellow won.
Though not a fan of the yellow button, the data is the data, and it raised CTR 40% over the blue variants.
Though not a fan of the yellow button, the data is the data, and it raised CTR 40% over the blue variants.
Phase 2: The message. With the yellow button locked in, we tested eight copy points head to head. "Complete Cybersecurity Made Easy" came out on top.
Phase 3: Motion. The final learning was that animated ads massively outperformed the static ones, earning an average CTR of 4% and higher.
The result: A campaign built on proof instead of opinion, and $100M in annual pipeline.
