The world's first {FORMAT} for {YOUR AUDIENCE} formula 🧸

How we accidentally created a viral marketing engine with $0 budget

When I joined Wiz in 2022 as Head of Growth, I had one *big* challenge:

Get security leaders to know our name before sales ever reached out.

My solution came from an unusual place - children’s toys.

We built a toy store that broke the internet 🧸

I created “CISOtopia” - the first-ever toy store for cybersecurity leaders.

No, it’s not a real store. Just a simple website featuring 3D renders of funny fake toys that only security experts would understand:

• A blindfold for your legal team during security incidents

• A panic button that relieves stress

• A Secret Rotator wheel to randomly generate new passwords

We launched it on April Fools’ Day 2023, expecting a few laughs before moving on.

Then something unexpected happened...

“FUCKING GENIUS” – an actual CISO’s reaction 🤯

The entire cybersecurity industry *lost their minds*:

• 46,733 visitors in the first 24 hours

• Over 3,500 people tried to actually buy our fake toys

• 10+ CISOs (=Chief Information Security Officers) shared it organically

• #1 on Reddit’s homepage with 500K views and 2.1K upvotes!

One famous CISO (who wasn’t even our customer yet) messaged our team:

From this experience, we accidentally discovered a powerful formula…

The Million-Dollar Marketing Formula 🧪

Here’s the ridiculously simple formula we discovered: