the challenge

HackerOne, a crowdsourced white hat security company, was at the point where they needed to dramatically increase awareness and target the largest and most reputable enterprise-level corporations. They turned to Midnight Oil to help to strategize, ideate and execute an awareness campaign focused on RSA, a high-level security conference in San Francisco.

the Story

MO focused on the best strategy to surround our key customers and decision makers from arriving in San Francisco all the way through interacting on digital at the event. We brought in a close media partner with deep regional knowledge to help us build the best approach focusing on reach and frequency. We focused on transit, out-of-home, Twitter and LinkedIn to surround our targets in the places we knew they would be. 

Creatively, the goal was to make white hat hackers relatable and clearly “hacking for good”. We sourced several of the most popular HackerOne hackers and executed a photo shoot capturing the hackers in urban, relatable environs. We also had the hackers provide us with how they approach hacking for good, which were then placed on the creative executions. As HackerOne’s largest marketing campaign to date, the ‘Hack For Good’ campaign reached a new level of awareness, while also targeting cyber security leaders, garnering over 31 million combined media impressions.