Security at speed
Normally we like some time to get things set up, to be briefed in detail, to look at messaging and issues, to ask questions and to tailor strategy and tactics. Of course it doesn’t always work like that so when Dashlane asked us (on day one of the campaign!) to see what we could do with a research-based announcement, we were up for the challenge.
Dashlane works across your smartphone, tablet, and computer to store, manage, and change passwords all in one place, and automatically fill out forms and payment info with just a click. The company hadn’t previously engaged with the UK media and so no existing relationships were in place. It wasn’t an ideal situation but we know the security sector very well and we know what motivates the audience. The team set to work thinking up angles for specific media targets and opening up their extensive book of contacts.
The results speak for themselves. Amongst a bunch of others, seven out the top ten UK national media titles (based on readership) ran the story. And what sort of stories were they? Big, chunky (technical PR term), positive and with pictures. You couldn’t ask for a better start to a campaign.