Let's modify the existing Project BB label by adding a watermark and associating it with a custom sensitivity info type. I'll quickly go through the edit label wizard until we choose protection settings for labeled items. When I check mark items and click next, the next page lets us set up content marking. I'll turn on content marking and add a watermark. Project BB stands for project blue book, a US air force project set up in the 1950s to throw the public off UFO sightings. 

With that in mind, I'll make the watermark Top Secret – Project Blue Book in 14-point blue font running diagonally and click save. Next, I want to auto-label documents that refer to UFOs or aliens. I'll turn on auto-labeling for files and emails. Next, I'll add a condition with keywords that would indicate UFO-related content. Now you might think you'd add the keywords in the field under content contains, but you'd be wrong. Default is, well, the default name of the condition you're about to define, and that condition must reference either a sensitive info type or a trainable classifier. I haven't got either of these, so I'll need to cancel out of here and go to data classification to create a new sensitive info type.

Under sensitive info types, click create sensitive info type. I'll give the new type the name of Project BB and a description of Project Blue Book keywords. Next, we must create a pattern to define the new info type. I'm going to make this simple by adding a keyword list, but as you can see, you could use a regular expression, a keyword dictionary, or a function. I'll give the list the name UFO keywords and add four keywords on separate lines. Click done and then create. You can define multiple pattern matches, but we'll stick with one. I feel my keywords are pretty good indicators of alien UFO content, so I'll leave the high confidence level radio button selected. Click next, then create, and done to finish. When I search for my sensitive info type, it's there. Right, back to the auto-labeling. I'll add a sensitive info type to my default condition by finding and selecting Project BB from the sensitive info types list, and clicking add. 

In summary, we're looking for one or more instances of keywords defined in the Project BB sensitive info type with a high confidence level. You can recommend that the user apply the label, but I will stick with the default of automatically applying the label. Click next, save the label, and then done.

Ok, so I've got this document with a sentence containing several of the keywords from my Project BB info type. At the moment, there is no sensitivity label applied to the document. However, after adding a full stop and saving, the label and the associated watermark are automatically added to the document.