Challenge
US based cloud security provider Lacework started work with Brands2Life in September 2023. Its challenge was to ramp up brand visibility across Europe, helping it to establish a footprint in the region on the back of significant funding and growth.
Although well-known in the US, it had little awareness outside of that market, so Brands2Life Global was effectively ‘starting from scratch’.
Approach
Brands2Life set up a hub model to ensure a consistency of messaging and collateral across the region, partnering with agencies Fabriq PR in France and Maisberger in Germany for delivery in those countries.
To ensure relevance in this new market, the team focused its thought leadership on the DORA and NIS2 cyber security regulations in the EU, producing comments, opinions and explainers to make sure Lacework’s voice was heard. We coupled this with customer success stories and corporate and product storytelling, ensuring a steady flow of content for use with media and across social channels, forensically mapping media targets with content and collateral to drive engagement.
Weekly all agency meetings ensured a smooth running of the account, while a facility for agreed localisation and repurposing of centrally produced content ensured that everything produced remained relevant and maximised engagement with all targeted media outlets in France and Germany.
We also suppported with on the ground content capture and filming at events, bringing the community aspect to life.
Impact
In less than a year, the Brands2Life Global hub model generated nearly 100 unique articles across Europe, helping to firmly establish it as a major player in security for DevOps, Containers and Cloud Environments. Lacework was bought by Fortinet in August 2024.
