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Darktrace is a true innovator in cybersecurity, spun out of Cambridge University, to develop cutting-edge machine learning to protect organisations against evolving cyber threats.
When Darktrace approached Brands2Life, the company already enjoyed much media attention. However, to sustain its rapid growth and prepare for their IPO, it needed to significantly amplify its media presence to distinguish itself from other up and coming AI vendors.
Our task was clear – to position Darktrace as an industry leader by emphasising the unique value of its AI-driven approach to cybersecurity and elevating it into mainstream media to capture the attention of investors and businesses globally. How did we achieve this?
At the core of our strategy was an exceptionally detailed and forensic approach to media relations. We meticulously mapped out every journalist from major national and business outlets and developed a continuous stream of creative and proactive pitches, tailored to specific media contacts, ensuring that Darktrace’s voice was always at the forefront of breaking cyber news. Our deep understanding of the cybersecurity domain allowed us to create narratives that stood out, cutting through the media noise with stories that both educate and inspire.
Simultaneously we crafted bespoke communications strategies for Darktrace’s executives to ensure they were seen as the face of the company, providing swift yet considered opinions on breaking news stories and contributing to the topics shaping both the technology and business landscapes at conferences and events. Getting close to the executives was a key part of the strategy to understood what motivated each one.
In March/April 2023, Brands2Life developed and led on a multi-region research campaign, capitalising on the then-emerging trend of ChatGPT adding to the complexity of email cyber threats. We worked with a research agency to survey 6,500 professionals in six key markets (UK, France, Germany, Netherlands, US and Australia) surveying their use of generative AI tools and their concerns about how it might be leveraged by hackers.
The research was timed to coincide with the release of Darktrace’s new EMAIL solution, with the majority of media articles covering both the product launch and the research.
Our strategic high-impact communications work not only increased Darktrace’s media visibility and built its executives as leaders, but also solidified its reputation as a leader in cybersecurity, leading to a successful IPO and continued growth globally.
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