Talking about hacker attacks and new dangers is part of the standard repertoire in the IT security industry. There is hardly a company that does not regularly market new security reports or publish the latest observations of its experts. This marketing strategy works for many companies - but it has its limits if you want to box above your weight class. For a US company with Israeli roots, we took on the task of making the brand known in the run-up to an upcoming IPO - and supporting sales activities in Germany through innovative communication.
Bringing the brand's agility and technological expertise to life in its communication. Together with the Head of Security Strategy from the USA, we formed an editorial team that observed the latest developments in Germany and thus provided the basis for quick and precise comments and content pieces. At the same time, we chose unusual, curiosity-arousing topics for the company's larger content initiatives - such as an underground report from a hacker forum or an attack on a website of the Vatican.
The strategy worked: Within 12 months, the brand went from being a nobody to an opinion leader in Germany. The head of sales used the regular new content as a door opener for his team. And the campaign was honored with a European Excellence Award and a PR Report Award.
The IPO, by the way, was the second most successful this year.
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