Cyber security giant, FireEye contract Eclipse to develop a long term engagement campaign
When FireEye hired Eclipse to help answer the question “how can we engage with our customers?” we responded with an innovative education piece based around FireEye’s core messaging to set them apart from the traditional White Paper approach. The result? The Vision – an electronic newspaper written in a more relatable tone of voice which customers could engage with on their terms, full of relevant sector information.
Subtle advertising was included within the publication to draw attention to forthcoming webinars and events. Following the first issue of The Vision, the team created a subscription to the next issue, which helped to generate a lead list. Since the release of the first edition, The Vision has a strong, growing subscription base.
The concept is now in its second year and has grown to become one of the most important customer engagement platforms for the brand.