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:
- Position OneSpan as the leading provider of security and anti-fraud solutions for banks and financial institutions, highlighting the company’s key differentiators.
- Shine a spotlight on the human impact of security failings in financial services e.g. breaches and fraud.
- Increase social media presence across the core channels of Twitter and LinkedIn.
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.