OVERVIEW: Ping Identity is a twentysomething software company that people still mistake for Ping golf clubs. That would be Karsten Manufacturing Corporation, founded 1959.

This is a case study that explores how to use celebrity influence to boost brand awareness. But, there’s a riddle: How can a niche “Cybersecurity” company that isn't well-known create compelling stories about intricate solutions only a few individuals comprehend, yet are necessary for all organizations and consumers to carry out anything digitally? And do so, during a global pandemic where the very solution that Ping Identity offers to the market, enables its workforce and others to WFH and powers consumer digital experiences for everything imaginable.

I held three positions working with Ping Identity: brand strategy consultant; VP, Demand Generation; VP, Brand & Content. Funny thing about “Brand” on the client, marketer side is that many think brand is a top-of-funnel tactic. When in fact, brand is omni-funnel, and a critical variable for driving demand generation acceleration mid and bottom of funnel. Brand awareness creates a more efficient and effective GTM strategy for new logos and existing customers.  

We positioned Ping as the brand that ‘champions identity,’ so that companies can create secure and extraordinary experiences for their employees. We created two campaigns featuring Terry Crews — Chief Identity Champion and Experience a Better Experience. Clear and articulate messaging and visual metaphors helped tell engaging stories with unique demonstrations, expressing higher-order emotional benefits enterprise customers feel when they provide their customers frictionless, digital experiences. 

SUPERCHARGER:
Switching up the game when it comes to B2B switching. Identity Rescue is a program that parodies witness protection programs.