Social media engagement reaches new heights for WatchGuard

Do you work from home or access the corporate network while away from the office? If the answer is yes, you could be putting your entire company at risk. That’s where WatchGuard’s Firebox T10 comes in. To help combat the growing threat of cybercriminals targeting small office and home office (SOHO) users, WatchGuard developed the Firebox T10, an enterprise-class gateway security specifically designed for SOHO environments.

To educate the market of this growing security threat and to support the launch of its new Firebox T10, leadership looked to Voxus to create a social media campaign. Using various assets including a webinar with leading analyst firm, an infographic, press release, and two social media giveaways, the team pushed out more than 50 pieces of content during the two-week duration of the campaign, both organically and through promoted content buys.

Images of RED (WatchGuard’s iconic lion) and the infographic played a key role in engagement for this campaign. For example, on Twitter, we did an A/B test with one tweet that had the infographic image and one without. The difference was huge. The tweet with the infographic image received 5.76% engagement, compared to 0.82% engagement.

We also saw a huge spike in engagement from the Facebook t-shirt giveaway. Instead of your traditional giveaway, we wanted it to be more interactive and elicit more participation among our audience so we asked folks, “What would RED say about security?” Some notable comments include: “Hackers? I eat hackers for breakfast…” and “Ripping intruders apart since 1996 and hungry for more!” Roar.”

So what were the final results? 4,563 link clicks and 12,548 total engagements (likes, shares, comments)—the highest engagement on a social media campaign to date for WatchGuard.

Read the full case study here.