The goal

COVID-19 halted Fastly's flagship customer conferences in North America and Europe. Like everyone else, we had to reimagine events for a virtual world and decided to experiment.

We talked to internal experts and dug into psychographic research to understand our audience: security practitioners exhausted by fear-mongering vendor pitches and overwhelmed by an increasingly complex landscape. They're caught between two selves—the proactive practitioner who's curious and confident, and the reactive gatekeeper who's risk-averse with no time for big-picture thinking.

We created something different. The Dept. of Know_ Live! was a speaker series designed to help security teams shift from "the department of no" to "the department of know" in 15 minutes or less. Each episode featured a pre-recorded conversation between two hosts and an industry guest, followed by an icebreaker and 20-minute live Q&A.

The outcome

As content lead, I helped shape episode themes, write interview questions, edit pre-recorded segments, and moderate live events. I worked with the hosts, special guests, and internal stakeholders to build a multi-channel promotional strategy spanning social, email, partnerships, and paid ads. Post-event, I repurposed content into ghostwritten blog posts, social series, curated videos, and email campaigns.

The series crushed our goals: 108% of our click-through rate target and 142% of our registration goal (600+ sign-ups). We monitored KPIs throughout to continuously optimize our approach.

Take a peek at the campaign deliverables below.