F5 Networks Launches We Make Apps Go: Faster. Smarter. Safer Campaign

February 20, 2017

F5 Networks launched a global brand campaign across an array of channels. The “We Make Apps Go: Faster. Smarter. Safer.” campaign takes a content-first approach to reach C-level technology decision makers globally. The campaign’s content was created to be thought-provoking, while driving engagement and consideration of the complex benefits and risks inherent in digital transformation. This effort represents a strategic shift for F5, which historically has marketed more toward technical audiences and specifically, network architects.

“With most of today’s businesses in the midst of a technology-driven transformation, one thing remains constant: reliance on applications to operate their businesses and meet customer demands,” said Ben Gibson, Chief Marketing Officer of F5. “The goal of the We Make Apps Go campaign is to break category conventions, both visually and verbally, to reach C-level IT with fresh content—at the right altitude—that will educate, entertain, and inspire.” launched with a wealth of content focused on apps and the business of making them faster, smarter, and safer. The content hub is supported by a multi-million dollar budget consisting of paid online media and content marketing syndication across major business publishers and networks. In addition, the campaign will feature print advertising, out-of-home advertising at events throughout the year, and social media marketing on LinkedIn and Twitter. Among other locations, F5 targeted media buys in Singapore’s heavily trafficked Changi Airport and in San Francisco during RSA 2017, one of the largest information security events in the world. While the campaign is driven from the company’s Seattle headquarters, content and execution will be localized in key markets around the world.

The strategy, creative and media planning and buying for the campaign were driven by Seattle-based agency POP.

“We Make Apps Go delivers content that fosters deep engagement with F5’s C-suite customers,” said David Hayes, client partner at POP. “With the campaign’s content taking many forms, including articles, videos, infographics, podcasts, to name a few, materials are ready to help rather than sell; ready to teach rather than preach; and ready to perform rather than promise.”

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