How our strategy helped a Fortune 500 cybersecurity leader turn one hero video into a paid content system
A Fortune 500 cybersecurity leader had one strong hero video. Juan Felipe Arango led the plan to scale it into a modular, testable paid content ecosystem.
Situation
A Fortune 500 cybersecurity leader had a strong hero video validating its cloud security platform through analyst recognition, and wanted more from it: a scalable paid presence that could carry that proof across channels and audiences instead of living on one page.
Task
Turn one hero video into a full paid content ecosystem: where to distribute, what supporting assets to build, and how messaging should ladder from leadership proof to deeper analyst validation.
Action
We built the plan channel by channel, with a clear first priority and placements chosen per journey stage, from awareness through retargeting. Four weighted messaging pillars kept every asset on one story: category leadership, proven by analysts, worth exploring. The asset ecosystem stayed modular by design, hero extensions, cutdowns, statics, and motion all built from one repeatable structure, so variants ship fast and stay testable. I set the rollout sequencing and the test-and-learn levers, then briefed the creative team.
- Lead with proofAnalyst recognition earns the attention
- Explain the valueWhy the destination is worth the click
- Retarget with proofFresh angles for the undecided
- AwarenessIn-feed · 4:5Authority-building video where buyers scroll
- AwarenessVertical · 9:16Reach and recall in short vertical cuts
- ConsiderationDocument adsReport previews for high-intent readers
- RetargetingStories · 9:16Proof tiles for the not-yet-convinced
- DiscoveryShorts · Pre-rollAlgorithmic reach and search intent
Result
The brand got a complete distribution plan: channel and placement recommendations, an asset ecosystem spanning hero extensions, cutdowns, statics, and motion, format and duration guidance per placement, and a test-and-learn rollout with clear optimization levers. One video became a system built to earn qualified clicks.
