Building brand awareness and demand across AMEA

Client

Trend AI

Overview

Trend Micro was undergoing a global rebrand, introducing a new name and market position. Trend AI represented a strategic shift towards securing and governing artificial intelligence as a foundational compute layer for enterprises.

The change affected how the company was perceived in the market and how its portfolio connected to existing and emerging business opportunities. Trend AI needed to introduce the new brand while continuing to build demand for its portfolio among high-value enterprise accounts. There would be little time to fanfare the new name, before the commercial agenda would be re-instated.

The Rubicon Agency was commissioned to launch a combined brand awareness and demand generation campaign across AMEA, supporting the new name and its wider portfolio. The effort would also double-down on the TrendAI platform that underpinned its cybersecurity and risk management to enterprise customers.

What we delivered

The Rubicon Agency designed, delivered and managed an account-based campaign to influence high-value enterprise accounts across multiple markets. The campaign would run TOFU to BOFU stages across insight-driven channels including LinkedIn, YouTube and 6sense.

The integrated and fully-managed programme included:

• Account intelligence as the foundation: The campaign used account intent and progression signals to guide media, messaging and customer journeys, prioritising relevance at each stage over clicks or leads alone.
• Empathy-led messaging for senior decision-makers: Creative addressed the commercial and human realities of cyber risk, including board pressure, visibility gaps, response speed and accountability. The focus was on building credibility with senior buyers, rather than simply promoting products.
• Global consistency, local execution: The programme ran across multiple regions and more than 20 countries, balancing a consistent global narrative with local market optimisation.
• Continuous in-flight optimisation: The Rubicon Agency refined targeting, creative and bidding throughout the campaign, prioritising seniority, engagement and stronger commercial signals.

What did the campaign achieve?

The programme was deployed with great success for a 6-month period, before shifting to an always-on model to sustain synchronised, data-driven efforts across accounts and maturity stages,

• 48 million ad impressions delivered across LinkedIn, YouTube and Google Display.
• 930,700 people reached on LinkedIn, building awareness among the campaign’s target professional audiences.
• 5,054+ named target accounts reached on LinkedIn — over half the target-account list, with platform reporting thresholds understating total reach.
• Accounts that engaged with the LinkedIn campaign were 1.7× as likely to advance a 6sense buying stage as accounts not reached: 1% versus 8.7%. 

Discover how The Rubicon Agency supported Trend AI’s rebrand with an account-based campaign designed to build awareness and generate demand across AMEA.