Trust is a People Thing: Inside GlobalSign’s Human-Centric Strategy

GlobalSign is a global provider of digital security solutions, including SSL certificates, identity and access management, and secure email services. The company’s products are designed to protect data and communications across the internet, catering to businesses of all sizes and sectors. With a mission to enable secure online communications, GlobalSign exists to ensure that worldwide digital interactions are fundamentally trustworthy.

The campaign aimed to reposition GlobalSign’s brand in a way that emphasised the human element behind their digital solutions. Wonderful worked closely with GlobalSign to develop a new brand proposition, “Trust is a people thing,” which served as the foundation for a series of marketing initiatives, created to communicate that behind every secure digital interaction, there are people ensuring its safety and integrity – dismantling the expectation that anything digital is entirely machine-operated.

Through a series of workshops with stakeholders across EMEA, APAC and the US we developed branding strategy that clarified the audience and positioning to develop a compelling brand story. This work provided the messaging pillars for future communications and for the campaigns. With clarity on the story pillars that would enable them to differentiate from their competitors it made it clear how the campaigns should be distinctive from the other brands around them.

The campaign was strategically deployed across LinkedIn, email campaigns, and internal communications. On LinkedIn, targeted posts and sponsored content were used to reach industry professionals and decision-makers. Email campaigns were crafted to engage current and prospective customers, sharing the new brand proposition and highlighting success stories. Internally, the campaign was communicated through newsletters and team meetings to ensure all employees were aligned with the new brand message. Each channel reinforced the human aspect of digital security, emphasising that trust is built by people.

The campaign successfully repositioned GlobalSign’s brand, making it more relatable and trustworthy to their audience. The emphasis on humanising digital security resonated well with customers and prospects, leading to significant improvements in key performance metrics.