How Palo Alto Networks elevated their social strategy with Superside
THE CUSTOMER
Transforming cybersecurity messaging for a digital world
Palo Alto Networks is a global cybersecurity powerhouse, protecting digital lives worldwide. Spearheading their social media strategy is Jacqui Morgan, their Global Social Lead, who manages the company's dynamic content across multiple platforms.
While we're business to business, we're not business to boring, right?
Morgan's mission is clear: Break free from traditional B2B norms and inject creativity into cybersecurity storytelling.
THE challenge
Scaling creativity in a fast-paced digital landscape
Before partnering with Superside, Palo Alto Networks faced a significant challenge: maintaining a consistent flow of high-quality, engaging content while managing the vast volume required across their numerous social channels with a lean team. Morgan noted, “I needed help, making sure that every single stakeholder and every single product and every single piece of content that we were putting out was the best possible.”
Everyone has a computer, everyone has a phone and everyone needs cybersecurity in some way. We have a very big responsibility to make sure that we're talking about this topic in a way that people will understand.
The limitations of traditional agency models and the need for agile, innovative creative support highlighted the gap Superside was poised to fill.
The solution
Agile, scalable design for a social-first strategy
Superside became an integral part of Palo Alto Networks' creative ecosystem, providing solutions tailored to their social-first strategies. “Superside has been instrumental in our creative strategy over the last year. They've been really supportive and helped bring our products and solutions to life.” Morgan shared.
The partnership began with evergreen content, evolving into broader initiatives, including thought leadership campaigns, product marketing and more. Superside's dashboard played a crucial role, helping Morgan manage projects efficiently in a centralized platform.
Everything is really self-contained within the dashboard, which I really appreciate. Anytime I have a question or want to know the status of a project, I can go into the dashboard and see the latest updates.
Innovative campaigns, like Palo Alto Networks’ Precision AI launch, showcased the impact and the power of collaboration. “Superside helped us with our overall campaign by really brainstorming how we officially announced and explained Precision AI on social,” Morgan explained.
The campaign involved several components including video, blogs and press releases. “Our executives had this huge AI event and it was broadcast to the world. It was amazing. That morning we launched our press release at 5 a.m. and our blog post explaining what this new amazing brand was. We were able to distill all of this in a very fast-paced, very fun, very eye-catching video across social. My personal LinkedIn feed was overtaken by everyone sharing this video about what precision AI is,” Morgan noted, emphasizing the campaign's success.
And now we're even leaning into all of our other product lines and solutions and having Superside really support all of those efforts.
Achieving creative success through collaboration.
The collaboration with Superside has redefined Palo Alto Networks' social media presence, infusing creativity and efficiency into their strategy. Morgan highlighted, “Superside is helping us bring our vision to life across social because frankly, you know, speed and scale and creativity. And that's really what we need.”
Looking ahead, Palo Alto Networks plans to expand its partnership with Superside, leveraging its creative prowess across more verticals and campaigns.
We have this big undertaking of being the cybersecurity partner of choice and talking about one of the most important topics (cybersecurity), which is a huge, huge, huge responsibility. And I am really honored and thrilled that I'm able to do that with partners like Superside.
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