Plyrotech is a publicly traded company who builds innovative technologies to help detect potential threats (explosives, weapons, or narcotics) in airports and large public gatherings, such as the Boston Marathon.

Their ultimate objective was to gain more shareholders and stay top of mind with potential investors after initial contact.

They had been running other PPC campaigns and wanted to use social media to increase brand awareness amongst investors, while growing their email list and achieving a lower cost per lead.

• to target active investors, interests in competitors and security defence
• to retarget their website visitors and engaged audience
• to test different creatives and targeting options to optimize campaign results
• to promote content including company updates, news stories and press releases about the security defense space