Symantec approached us with these requests:
We needed to create something that got cut-through in a massively competitive sector. Every competitor had brochure copy, press releases, white papers, and long-winded blog posts. That’s not to say these are not important, of course they are – but to get seen you have to stand out.
We created a piece of “branded utility” – In this case, a visually appealing infographic that actually made BYOD policies understandable to anyone. Nobody had done this previously. The information was out there – but not in a form that was socially shareable or enjoyable.
Symantec hired Render Positive to improve our brand presence in several key new markets. Their answer was to create strategic, useful content that could go viral. Despite covering very niche IT topics they have succeeded in this endeavour and surpassed our expectations, giving us important and timely brand recognition. They are a creative team but ground their work in extensive research and premarketing to ensure their ideas have a fantastic success rate.
Diane De Jongh, EMEA Social Media Manager, Symantec
Getting the process right is vital. We “premarket” content – meaning we ask key journalists and bloggers if our ideas are actually something they’d publish before we start production. Sometimes they even make the ideas better. It’s win-win-win.
In this case, we had enough positive responses from key journalists to know the campaign would get coverage and succeed due to coverage on large, relevant technology publications.
Our top team of researchers, copyrighters, and designers collaborated with Symantec’s experts, so we could be sure that the finished piece would include valuable and accurate information, as well as looking gorgeous.
Taking advantage of Symantec’s knowledge and insight meant that we could create something really unique.
We then let all key influencers know the content was live.
From here, further publications we hadn’t even reached out to also covered the graphic. The piece continues to be shared and linked to to this day. This explains why the infographic still ranks top for “Create BYOD Policy” in Google.