We knew our audience had heard it all before. AI is changing cyber security. Data is vulnerable. Zero trust is the future. So how could we ensure the client would avoid sounding like just another vendor?

We flipped the problem. Instead of launching into technical language or sales-speak, we decided to engage the audience on a deeper level – by reframing trust itself. Our strategy was to put Zscaler at the centre of a fresh conversation: what does digital trust really mean, when AI is making decisions faster than humans can react?

We built the campaign around a single, well-placed hook: “Trust No One: Digital Trust in the Age of Artificial Intelligence”. That headline did the first job of any good “phish” – to catch interest. But behind the headline was a serious editorial deep dive – one that explored how digital systems are becoming more opaque, and why traditional perimeter-based models of security no longer hold up.

Our objectives were clear:

• Elevate Zscaler’s thought leadership beyond product and platform
• Drive deep engagement with senior decision-makers
• Anchor the brand to one of the most urgent business themes of the year: AI

We chose a single longform scrollytelling piece to give the topic room to breathe. The client messaging was subtle but clear: if you want to move fast and stay secure, you need to rethink your entire trust model. And Zscaler can help.

Rather than compete for attention across dozens of assets, we backed one strong piece and amplified it smartly – letting quality drive quantity.

To make “zero trust” resonate in a saturated cyber security space, we focused on clarity, humanity and story. Our solution: one premium editorial feature that said less but said it better.

Titled “Trust No One: Digital Trust in the Age of AI”, the piece followed Tom, a fictional comms lead facing a suspicious email. The story unfolded in three acts: Tom’s view, the attacker’s and, finally, zero trust.

This wasn’t a whitepaper. It was an immersive narrative grounded in Zscaler’s research and elevated by FT’s storytelling craft. Clean UX, interactive code and minimal copy kept the experience sharp and cinematic.

Instead of pushing product, it offered perspective. The content didn’t shout “cyber security” – it invited reflection on what trust means in an AI world.

One bold idea. One human moment. A content solution that made zero trust feel real.

The tone of the piece – serious, clear and strategic – was counterbalanced by bold, immersive traffic drivers. These banners mirrored the core message: “Trust No One.” Rather than fear-mongering, the creative leant into irony. In a world in which users are bombarded with banner ads, telling them not to trust us, it ironically worked. The bold creative drove clickthrough rates of almost 10x the FT benchmark.

This combination – trust-building content paired with playful distribution – meant we had both depth and cut-through.

And crucially, we didn’t just hit a wide audience; we hit the right one. The campaign engaged:

• 46% tech decision-makers
• 31% decision-makers
• 13% financial professionals

Together, it showed that smart, research-based messaging, paired with confident creatives, can do serious commercial work.

Distribution was never an afterthought. It was designed to mirror the content’s mix of authority and provocation.

1. FT.com premium display
We activated 307,369 impressions across FT.com, but the real win was the CTR of 0.74% – nearly 7x above benchmark. The standout format, a 300×250 traffic driver with the phrase “Trust No One” in bold type, delivered a CTR of 1.03%. It was clear, ironic and effective.
This wasn’t about static banners. The creative was bold and immersive – mirroring the FT article’s theme and echoing Zscaler’s research-based brand message. The visual language helped create continuity between advert and article, drawing readers into the idea before they’d even clicked.

2. Targeting strategy
Using first-party data, we reached tech decision-makers, financial professionals and senior execs – audiences who sit at the intersection of strategy, security and transformation. The quality of this targeting showed in the engagement metrics and in the depth of time spent (190+ hours with content).

3. Social amplification via X (Twitter)
We extended reach with a high-scale campaign focused on interests like Tech News, Data Protection and Digital Transformation. This delivered 12.4mn impressions and 13,355 engagements, from clicks to shares. Across the global campaign, attention time spiked in Japan and the Netherlands, where users averaged over 100 seconds per visit – suggesting content relevance and strong local traction.

4. Real-time optimisation
Throughout the flight, we paused underperforming creatives and doubled down on winning assets. As Zscaler’s “Trust No One” line continued to drive engagement, we leaned into that creative consistently across FT and social.

5. Editorial environment
Amplification was further supported by contextual alignment with relevant FT coverage – AI ethics, tech leadership, and the future of digital infrastructure – reinforcing Zscaler’s positioning as part of a credible, future-focused conversation.

This campaign balanced intelligence and irreverence, and proved that a strong headline, backed by even stronger insight, can outperform a multi-asset approach.

Engagement

• Attention time 87% above FT benchmark
• 190+ total hours spent engaging

Performance

• Page Views +13% above goal

Creative impact

• Best-performing traffic driver: 1.03% CTR
• Display CTR: 0.74% overall
• X engagement: 13,355 interactions with particularly high quality in Japan and NL

What worked

• We built on Zscaler’s own insights and brand language
• We used irony and minimalism to stand out
• We reached an elite business audience – and they stayed

In a world of marketing noise, Zscaler proved that, if you say the right thing in the right tone, people will listen – even if you tell them not to trust you.

Trust no one: digital trust in the age of AI