Orange CyberdefenseHijacking the news to boost cyber expertise
Following a period of acquisition-led growth, Orange Cyberdefense – the specialist cybersecurity arm of the Orange group – wanted to grow brand awareness in the UK, positioning it as an expert in helping enterprises prepare for and respond to cybersecurity threats.
Working in partnership with newly appointed UK Product & Marketing Director, Stuart Reed, Babel devised a campaign focused on ‘issues jumps’ – quickly responding to relevant breaking news stories focused on cyber security threats. The objective was to position Stuart as the face of Orange Cyberdefense in the UK and a trusted source of security advice.
As a result of an agile and timely strategy, Babel was able to significantly increase the frequency and quality of media coverage for Orange Cyberdefense. Over the course of six months compelling commentary, attributed to Stuart was shared with target media in response to a number of relevant issues, including data breaches involving Twitter, Marriott, Capital One and British Airways.
Coverage was secured in tier one titles including The Guardian, Forbes, Telegraph and BBC World News, as well as a range of security and tech titles such as Computer Business Reviews, Computer Weekly and IT Pro. The strategy shift took effect in Q3 2020 and the result was a 246% increase in the volume of tier one coverage compared to Q1 2020.