The world's first {FORMAT} for {YOUR AUDIENCE} formula đ§¸
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 - childrenâs toys.
We built a toy store that broke the internet đ§¸
I created âCISOtopiaâ - the first-ever toy store for cybersecurity leaders.
No, itâs 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 Foolsâ Day 2023, expecting a few laughs before moving on.
Then something unexpected happened...
âFUCKING GENIUSâ â an actual CISOâs reaction đ¤Ż
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 Redditâs homepage with 500K views and 2.1K upvotes!
One famous CISO (who wasnât even our customer yet) messaged our team:
From this experience, we accidentally discovered a powerful formulaâŚ
The Million-Dollar Marketing Formula đ§Ş
Hereâs the ridiculously simple formula we discovered: