Safer is the only all-in-one, CSAM detection, removal and reporting solution to help stop child sexual abuse material from spreading across any digital platform. Built by experts in child safety technology, Safer’s product is for any platform with an upload button. It was created and brought to market by Thorn, whose sole mission is to build technology that defends children from sexual abuse.
Non-Profit SaaS • Launched in 2020 • Part of Thorn, Ashton Kutcher’s organization with the mission to eliminate child sex trafficking
We partnered for 6 months on Product Marketing
The Challenge
Safer initially reached out to Olivine for support in creating a multi-year marketing plan.
To enhance their brand awareness by thoughtfully leveraging their parent brand, Thorn, Safer sought guidance on long-term strategy, prioritization, and execution.
“Olivine helped us to define who we are talking to and how we will position our product. They listened to the perspectives of many internal stakeholders and took the time to understand our highly technical product and our highly sensitive industry. Throughout the entire process, they kept us focused on the human elements—our customers and the ultimate impact our product will have.”
BILAL LAKHANI
Communications & Marketing Director at Thorn
The Deliverables
We produced new positioning & messaging and a multi-year marketing plan.
Olivine kicked off with a series of foundational PMM workshops to uncover Safer’s primary buyer persons and users, Jobs to Be Done, and product messaging and positioning.
Once this foundational work was complete, the Olivine team worked with Safer’s key stakeholders to map out a three-year marketing strategy plan and a two-year tactical marketing plan aligned with Safer’s 2024 OKRs.
From there, Olivine helped prioritize the first areas of execution and began work on deliverables:
Personas & JTBD report and deck
A deep dive into Safer’s core user and buyer personas, Jobs To Be Done, and buyer journeys.
Buyer Journey Survey
A survey was created to determine the buyer journey of each one of Safer’s buyer personas.
Positioning & Messaging Guide
Foundational messaging and positioning to inform website copy, sales enablement assets, and marketing collateral.
Safer Marketing Plans
A strategic look at Safer’s three-year marketing approach and a two-year tactical plan.
Brand Messaging Style Guide
Defining Safer’s brand messaging voice, tone, and personality.
Safer Site-Map
Re-defining Safer’s website layout and pages.
Website Content
Content refresh and optimization for home, about, and contact pages and the addition of a net new product page.
Sales One-Pagers
Customer-facing sales one-pagers detailing Safer’s products, features, and services.
The Olivine Team
