Veeam

Veeam needed to increase awareness in the UK to reach a broader tech and security audience, as well as drive the visibility of key spokespeople and boost Veeam’s share of voice against competitors on ransomware.

We needed to challenge Veeam’s audience’s perception of the brand, boost credibility and confidence in its broader offering. We needed to tap into human interest and get Veeam to control the industry narrative.

In order to drive the narrative in the direction required, Babel put together a thought leadership campaign to raise the profile of Veeam’s key UK spokespeople and the company’s position as a leader in corporate ransomware resilience. To hammer home Veeam’s leadership on these issues, we partnered with a research specialist to explore the impact of ransomware on human issues, such as well-being, mental and physical health and productivity. Press interest was piqued by the results of our project, meaning Veeam dominated the media conversation around ransomware. The timing of the survey also naturally complemented Veeam’s annual Ransomware Trends Report, further consolidating the company as a leading voice in the ransomware resilience space.

The campaign generated consistently strong media coverage in key national, tech and security titles, positioning Veeam’s UK spokespeople as thought leaders in ransomware resilience, data protection and backup. The campaign yielded a huge upturn in coverage – 261 pieces in 12 months – and secured Veeam’s leadership position on ransomware issues regarding share of voice. The data from our research kick-started Veeam’s thought leadership programme and was used to drive content development for Veeam’s international agency network