Webroot had traditionally shied away from using any religiously/holiday-affiliated creative or imagery in their past seasonal campaigns, instead opting for strong Cyber Monday pushes. This year, because of new research, the consumer marketing team decided they wanted a totally different approach. 

 

I worked on the ideation and conception of this project and then was given lead copy duties. 

 

All campaign social posts, display, field staff training materials, and other inbound materials led to this microsite, which was meant to be a super-simple edutainment piece. 

 

This is definitely a better experience on the live site, so check www.securetheseason.com to see if it's still live!

Featuring heavy punnery and a teaspoon of irreverence, I aimed to delight readers with a few simple jokes and a clear message: watch out for phishing this holiday. 

The above features an incorrect selection. Each selection had its own copy. 

This is what the correct screen looked like for Santa.

Other holiday favorites were featured on the microsite, including reindeer, elves, snowmen, and conifers. 

The below image features the entire page. If a user was to scroll down at any point (except when s/he was being offered the retry CTA when making an incorrect choice) s/he would get alternating CTAs and product feature callouts. (The parallaxing boxes look weird on screen caps.)