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The Campaign

Taking a SaaS provider to the forefront of industry conversations

OneSpan is a provider of platforms and solutions that protect the world from financial fraud by making digital banking accessible, secure, easy and valuable. Its cloud-based digital identity and anti-fraud solutions are designed to create secure customer experiences while improving the user experience and enabling regulatory compliance. More than 10,000 customers, including half of the world’s top 100 banks, trust OneSpan to secure their digital journeys.

With OneSpan traditionally been seen as a hardware provider, it was faced with the challenge of repositioning itself as a SaaS leader and raising brand awareness in an increasingly crowded and competitive market.

Results

Leading the conversation

With 80 pieces of thought leadership, news and rapid response coverage across the target verticals, we ensured that OneSpan had a consistent voice in industry conversations. This included 15 bylines, 38 comments and 25 news stories.

Message penetration

More than half (56%) of coverage was achieved in top tier technology, finance and security publications, including SC Magazine, Fintech Futures, Computer Weekly and TechRadar. This helped to increase brand awareness by getting the OneSpan message in front of the right audience.

Breaking news

Our proactive news hijacking program resulted in a comment success rate of 73% on key topics such as mobile security, fraud and authentication, positioning OneSpan as a go-to source for journalists requiring insight into breaking news topics.

Social impact

Followers and engagements increased on both LinkedIn and Twitter throughout the campaign due to a greater variety of posts that included a combination of video, educational and lead gen content. 10,985 engagements were generated across these channels, with LinkedIn generating the biggest increase in followers (14%).

Our primary objective was to build brand recognition and awareness of OneSpan as a software-as-a-service (SaaS) company, moving it away from its legacy reputation as a hardware provider. This was supplemented by three other key objectives:

The first pillar of our approach consisted of a proactive media relations campaign. We identified several target publications and influencers, then developed a news hijacking program based on relevant topics such as security breaches, fraud, financial regulations and authentication.

By closely monitoring news for OneSpan’s spokespeople to comment on and developing a bank of approved content, we were able to quickly react to relevant stories and insert OneSpan into wider industry conversations. This helped to raise the awareness of individual spokespeople and the brand as a whole with industry influencers, positioning the company as a market thought leader.

We also brought the importance of security in the financial services industry to life through localised content creation, media briefings and speaking opportunities. A comprehensive thought leadership campaign targeting business, finance and security trade media supplemented our news hijacking activity. Content centred around a series of mini-campaigns and insights gained from social listening tools to analyse the conversations that were happening in the industry

The third pillar involved building third-party credibility through awards, product reviews and customer case studies. This enabled us to focus on OneSpan’s range of solutions to help boost its credentials as a leading SaaS provider, with the highlight being winning the Best Mobile Security Solution at the 2020 SC Awards.

Finally, social media was deeply integrated into all PR and marketing activity. Through a combination of weekly pre-planned content, reactive engagement and human-focused posts, we were able to increase OneSpan’s following and drive conversions from social channels.

The team are responsive, proactive and highly organized. I appreciate that they keep me honest on deadlines and help me to focus on the strategic and important activity. Our team have been very stable since we began working with the lorries and their strategic insight and recommendations to OneSpan are proving invaluable. I really enjoy working with them!

Nicole Bosgraaf - Public Relations Manager OneSpan

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