When acquired by LogMeIn in 2015, LastPass’ brand awareness was predominantly of its consumer offering, so our primary objective was to grow LastPass from being a consumer-focused app to a must-have tool for enterprise security. This required us to grow the business and build brand recognition in three different territories as part of an international campaign: the UK, France and Germany.
Although the objectives for each region were the same, there were some country-specific challenges to overcome. For example, the primary competitor in France has traditionally dominated the local media coverage due to the fact that it has French founders. This required us to design a flexible b2b campaign that could be tailored to the needs and interests of local media publications in the respective regions.
Through a combination of opinion articles, newsjacking and proactive media engagement, we developed a narrative that positioned LastPass as the only brand with the ability to provide effortless security for businesses and consumers alike. Examples of content themes include the ‘digital afterlife’ initiative and the ‘psychology of passwords’ campaign, both of which helped to build momentum and awareness across IT departments and the wider community.
From a newsjacking point of view, we established LastPass executives as thought leaders by drafting country-specific responses to news events (such as hacks or cyber-attacks) and engaging tier one media on hot industry topics. We also created localised comments for global events such as World Password Day to further raise the profile of LastPass executives.
Finally, our thought leadership campaign involved running a comprehensive reviews programme to get LastPass into the hands of selected journalists and generate positive coverage in key publications.
Throughout our time working with LogMeIn, we successfully transformed the LastPass brand, growing it from a disruptive password innovator into the leading enterprise security product it is today. This is clearly shown in the quantity and quality of media coverage generated, and the success of our reviews programme, all of which helped to make LastPass one of the most popular password management tools on the market.