B2B + B2C > Brand voice + demand generation campaign

LifeLock

Introducing a market need that drives consumption

Most people don’t realize their identity could be their most valuable asset.

In the space of a headline (and through a comprehensive campaign of related content), I educated prospects about the real risks of identity theft.

This primed them to value LifeLock identity theft protection—and purchase it—driving membership up to more than 4.4 million members.