Digital Shadows is a British cybersecurity company that helps organizations identify the external digital risks that they face and the malicious parties that pose a threat to them.

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Digital shadows

Digital shadows

The assignment

Digital Shadows wanted to expand its success to the Benelux. The company had not yet established any brand awareness in those markets and did not have any customers or offices in the region. To ensure a strong launch in the Benelux, Digital Shadows enlisted the help of Marcommit.

The company wanted to claim the relatively new discipline of digital risk management and build strong media relationships in the Benelux. The plan was to achieve this on the one hand with sector-specific media to reach security specialists, and on the other with national media to also reach the C-level target group.

 

 

Insights into the world of cybercrime

The observations made on a daily basis by the threat intelligence team at Digital Shadows were the cornerstone of the chosen PR strategy. The team delves deep into the public internet, deep web and dark web in pursuit of criminal behavior, new malware, illegal trade, etc. By revealing what cybercriminals are thinking about, Digital Shadows provides relevant insights to C-level management and security professionals that they can use to protect their companies. Sharing knowledge and ensuring rapid responses to current events have been used to position Digital Shadows as an authority. By submitting expert statements from Digital Shadows directly to journalists, Marcommit was able to ensure many publications in sector-specific media and daily newspapers. To establish excellent and personal relationships with journalists, we organized a tour through the dark web during the Cyber Security Week in the Netherlands.

Achieving over 350 publications within a year as the new kid on the block, without having to resort to paid media, is a result that is completely unattainable in the eyes of most companies.

Achieving over 350 publications within a year as the new kid on the block, without having to resort to paid media, is a result that is completely unattainable in the eyes of most companies.

The result

This inspiring campaign shows that it is possible to achieve massive coverage with a limited budget. The fact that this strategy has contributed to Digital Shadows’ position as an authority in its field is not only reflected by its financial figures. More and more journalists are contacting Digital Shadows on their own initiative in order to write their articles. In addition to these stunning PR results, this strategy also had a positive effect on sales in the Benelux.

 

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