Through an integrated b2b campaign in the UK, France, Germany, Mexico, Brazil and Australia we helped reposition LastPass from a disruptive password innovator into a leading enterprise security brand.
We developed a campaign storyline around the ‘digital afterlife’ to build momentum and awareness across IT departments and the wider community. Using up-to-the-minute storylines, we executed a successful thought leadership campaign through opinion articles, newsjacking and proactive media engagement.
We delivered an average of 60 pieces of coverage a quarter throughout the year — half in tier-one media — while achieving a 41% increase in trade media coverage across the UK, France and Germany.
Comments to trending topics resulted in coverage in The Daily Express, The Daily Telegraph, The Drum, and Computer Weekly.
In addition to tripling share of voice in tier-one media, we delivered 31% greater share of voice over UK competitors and 55% over French and German competitors. We also surpassed message penetration goals, with 78% of key messages included in top-tier media.
Importantly we also delivered new business leads to LogMeIn, tracking a 46% increase in LastPass app downloads in the UK, France and Germany.