Campaign: Robokiller

Lock it down.

When our product team came to us announcing they were introducing a new offering, we were tasked with not only how we approached selling the new feature and subscription tier, but also how we positioned Robokiller as a whole. Personal Data Protection was a new service for the brand, which had historically focused on spam call prevention and scam protection. However, the new feature allowed customers to review third-party data broker sites to see where their personal info was exposed, which can be a tool for hackers and scammers to use for all manner of nefarious purposes.

We initially were given a month to develop this 360º campaign. The expedited process started with team brainstorm and ideation sessions. Then, we refined our messaging and culled our ideas into a couple of different potential design execution options. After landing on a direction that illustrated the exposures without just slapping the UI on the ads directly (something we had been trying to move away from as a team), we completed stakeholder approvals and began the production and legal review processes.

The result was a campaign that drove significant sales and revenue for the brand. 22.1% of users upgraded to use this feature for continuous monitoring and assistance with information removal, which moved the brand into a broader, digital security positioning.

Concept + Script: Sarah Flores
Copywriting: Sarah Flores (me), Crissy Milazzo, Tom Greenhalgh
Motion Design: LaQuan Allen, Stanislau Baukunovich
Static Design: Aliaksandra Makarava
Art Direct0r: Daniel Vaneps, Zlatko Kelemenic
Creative Director: Laila Grainawi

This video ad was served on Google’s ad networks.