Failure to communicate.
Even as cyberthreats grew in sophistication, subscribers to Fortinet’s suite of web application firewall (WAF) services were starting to flatline. The problem was that many organizations had either outgrown their barebones defenses and didn’t realize it, or they knew they had to upgrade, but were unsure what level of protection they needed. They wanted a clear, approachable way of educating their customers.

Bringing the conversation to them.
To increase market visibility into Fortinet’s WAF solutions, we developed a multi-stage campaign to attract and convert customers. We divided the story into two separate landing pages (learn and trial). Each served up content relevant to where visitors were in their journey, along with supplementary videos and downloadable assets.

Good, better, best.
This experience wasn’t for beginners. Every visitor would likely have some form of protection already in place. So we needed a way of clearly delineating the levels of protection proportionate to the need of a customer’s organization. First, we established a visual that would make it clear what core capabilities were most important, then what services one could add on over time. To map that convention to the page, we developed an interactive element that followed and scaled as the visitor scrolled, making it clear what was good, what was better, and what was best.