The challenge
Symphony 2025 needed to reach people outside the usual security crowd. The online streaming conference was built to bring together cybersecurity and IT professionals from many industries. To make a real difference, it couldn't stop there. It also had to draw people from adjacent, non-technical fields.
The existing marketing didn't have the personal, authentic voice to get their attention. Palo Alto Networks wanted to start conversations and build real interest in the event's agenda of secure digital transformation.
What I did
I built the campaign around voices these audiences already respected. We chose influencers from cybersecurity, cloud, SaaS and digital leadership. Each one fit Palo Alto Networks' mission and could turn the event's themes into stories people would relate to.
The campaign used three formats. Influencers published posts ahead of the event, made short-form videos and hosted livestreams in real time. Everything was built to create interest and drive registrations.
The aim was to bring new audiences into the security conversation. It was also a way to show Palo Alto Networks' commitment to innovation and digital trust.
Results
The campaign drove 834 registrations. Those leads showed strong engagement, with a 21.4% conversion rate from influencer referrals and a 30% conversion rate from newsletter signups.
Influencers brought fresh audiences from digital transformation, executive leadership and cloud communities. That's a wider base for Palo Alto Networks to build on for Symphony 2026.