Orange Cyberdefense
The Brief
Following acquisition-led growth, Orange Cyberdefense (OCD), the specialist cybersecurity arm of the Orange group, wanted to grow brand awareness in the UK and position itself as the market leader for enterprise protection in the highly competitive UK market.
The Insight
Most tech buyers (32%) admit to consuming long-form content regularly and being influenced by it when making purchasing decisions. 44% also read trade media, over nationals. This meant, we needed to position OCD as a market thought-leader, while placing their stories in the most relevant publications for their market.
The Strategy
Babel worked closely with OCD spokespeople to consider the messages and proof points that set the brand apart from its competitors , while also attracting media attention. We harnessed the power of OCD’s market-leading research and operations teams, ensuring the data from reports such as the Security Navigator was used to jump on relevant new stories, crafting messages for spokespeople review to ensure we supplied target journalists with astute commentary, fast.
The Impact
During the course of the campaign, the team secured almost 600 pieces of coverage across national and trade media. This included prominent commentary on data breaches involving brands such as Twitter, Marriot, Capital One, and British Airways.
Tier-one titles that have featured OCD spokespeople include Mail Online, The Guardian, Forbes, Telegraph and BBC World News, as well as a range of security and tech titles such as Computer Business Review, Computer Weekly and IT Pro.
