This Stytch outdoor campaign is the second one I worked on for Stytch. Because of how successful the first campaign was, Reed McGinley-Stempel and the folks at Stytch hired Division of Labor, an advertising agency in San Francisco that works with a lot of startups and tech companies.

Our first campaign was all about the universal truth that everyone hates dealing with passwords on the internet. Passwords are a mutually agreed upon scourge on society. But this campaign is completely focused on Authentication engineers who build auth platforms. The engineers helped us write it based on posts from Hubspot.

The general public is generally confused by the messaging but the engineers loved it and Stytch closed a lot of deals that are directly credited to this campaign. Josh Denberg is the freelance copywriter who created this Stytch campaign along with the first Stytch campaign. Faruk Sagcan is the art director and Division of Labor is the advertising agency in San Francisco.

Yes. The founder of Stytch, Reed McGinley-Stempel has written about how successful their outdoor campaigns have been. The outdoor advertising campaigns created by Division of Labor and Josh Denberg drove awareness to unprecedented levels, drove conversions and were directly mentioned by new customers as the reason they looked into Stytch.

Honestly, I have no idea. I am the freelance copywriter who wrote the ad, but I got the idea after seeing a Hubspot post from an engineer using the red and green colors with the +# and the -#. And as we presented headlines to the engineers that said stuff like, “This could be you” and “Delete your scariest code” one of the engineers threw out this idea and all the other engineers laughed. So we were like, “OK, that must be good.” Part of what a freelance copywriter does when working in the B2B tech space is listen. Listen to your target and you can learn some good stuff.