Data breaches are continuing to hit global headlines hard. Barely a week goes by without news of yet another hack at a household brand name or a retailer losing customer credit card details due to poor adherence to industry regulations. Naturally, this is fertile ground for security commentators using these cybercrime trends as a catalyst to plug their various solutions. However, in many cases, these commentators are all fighting to say the same thing, making noise and spreading the usual fear, uncertainty and doubt about the rapidly evolving security landscape. The reality is, very few are able to deliver actionable advice about how best to combat one of the biggest threats facing businesses – and this is where we are really making a difference for security intelligence vendor LogRhythm.
Working collaboratively across the UK, France and Germany, we are raising LogRhythm’s profile and positioning its execs as THE go-to commentators through a carefully designed thought leadership and aggressive rapid response programme. Acting as a hub for pan-European activity, our UK team shares all relevant commentary among our international teams – often being first to break the news to French and German media. Over the course of the campaign, LogRhythm has seen an amazing increase in business press penetration, and the brand has become a trusted source of intelligent insight for the security trades.
And it doesn’t stop at media relations. During RSA and Infosecurity Europe, we built creative, interactive digital campaigns such as cyber security clinics, caption contests and ‘Ask the Expert’ sessions to generate buzz around the LogRhythm brand. ‘Twitpic’ competitions encouraged users to upload a ‘selfie’ with the company logo (which could be found at various spots around London and San Francisco), using a dedicated hashtag that had the dual purpose of raising brand awareness and making entries searchable. Other tactics included rapid ‘word of the day’ contests, ‘retweet to win’ competitions and other socialised giveaways. Our digital creativity increased Twitter engagement, followers and mentions – boosting brand awareness and raising social influence. Each initiative was complemented by educative blog entries and LinkedIn posts, ensuring that key audiences were targeted with joined-up, consistent messages.