Each year, Tenable produces a limited-edition Christmas jumper for employees, partners and customers. For this year’s launch, they wanted to turn the jumper into more than a seasonal giveaway by creating a campaign that would engage their community, generate excitement online, and encourage user-generated content across social media.

Rather than simply showcasing the jumper, we built the campaign around the playful concept “Never Take It Off.” We placed characters in situations where wearing a Christmas jumper would normally be completely out of place—from a sauna to a run or a formal event—creating a series of humorous, highly shareable moments. By making smart use of locations and incorporating Tenable employees into the production, we maximised the creative output while keeping the shoot efficient.

The campaign achieved strong engagement across LinkedIn, with the #MinExposureMaxStyle campaign generating significant interaction, user-generated content, and tens of thousands of impressions across the cybersecurity community. The creative concept successfully encouraged customers, partners and employees to join in, extending the campaign well beyond the original launch film.

The campaign became a standout example of how creative B2B marketing can capture and hold attention. Internally, Tenable praised the campaign’s performance, while externally it was highlighted by their CMO as a benchmark for attention-grabbing B2B marketing—demonstrating how a simple seasonal campaign can strengthen brand awareness, encourage community participation, and create lasting engagement.