How ADT Commercial Won the 2022 SAMMY Award for Best Social Media Campaign

ADT Commercial’s social media campaign was built around custom insights and input from the company’s own vertical market experts.

Aligned with ADT’s overall marketing strategy, the 2021 social media approach targeted customers and prospects on LinkedIn with advertising and thought-leadership posts working in tandem to continue building brand awareness for ADT Commercial as the “One Ideal Partner” providing innovative solutions in security, fire, life-safety and risk management. 

The social media campaign is built around custom insights and input from ADT Commercial’s own vertical market experts. The thought-leadership messages were honed to target each of the various vertical markets ADT Commercial serves, from retail to hospitality to healthcare.

Among the content was information about mitigating the risks of workplace violence, innovative technologies to prevent retail theft and save money, and navigating educational environments impacted by COVID-19. 

ADT Commercial conducted an initial outreach to the vertical markets using LinkedIn. The responses were measured and then the company fine-tuned the creative using its elements such as better-performing midnight blue color balanced with softer images to achieve an impactful harmony of warmth juxtaposed with solid facts aimed at conveying its One Ideal Partner message.

The ad campaigns sacrificed some space that would have traditionally been given to the ADT logo to instead make room for larger images and more content. The thought-leadership messages were sent two to three times per week. The results were impressive. ADT could track more than 4,000 conversions from LinkedIn to the ADT Commercial website.  

“Our sponsored LinkedIn campaign drove significant traffic to our site, and throughout the year, we amassed 6,401,133 impressions and approximately 7,000 click-throughs to our website,” says Mallory Pernai, senior marketing manager at ADT. 

Check out the LinkedIn page here.

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About the Author


Jason Knott is Chief Content Officer for Emerald Expositions Connected Brands. Jason has covered low-voltage electronics as an editor since 1990, serving as editor and publisher of Security Sales & Integration. He joined CE Pro in 2000 and serves as Editor-in-Chief of that brand. He served as chairman of the Security Industry Association’s Education Committee from 2000-2004 and sat on the board of that association from 1998-2002. He is also a former board member of the Alarm Industry Research and Educational Foundation. He has been a member of the CEDIA Business Working Group since 2010. Jason graduated from the University of Southern California. Have a suggestion or a topic you want to read more about? Email Jason at

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