Case Study

Dynamic PR that Exceeds Expectations – Lookout

The Challenge

Lookout had a strong reputation in mobile security, but had limited brand awareness in other sectors. The company wanted a market presence that matched its status in the industry, and appointed Eskenzi to build its brand into one that was recognisable, visible, valued, and understood. However, with Lookout competing against some well-known and well-established players, the company needed a PR programme which would enable it to stand out from the crowd.

By leveraging our journalist contacts within the industry, establishing a rapid response programme that aligned the company’s voice with topical industry issues, and creating fresh thought-leadership content, Lookout’s share of voice quickly rose from fifth position to second. Eskenzi developed topical research around the UK’s Cyber Essentials Scheme, uncovering that a huge 40% of security professionals had no idea about the initiative. Not only did this differentiated angle resonate with media; it also enabled Lookout to highlight how its platform could enable accreditation to help more UK businesses take advantage of the programme.

This combination of strong data points and punchy thought leadership led to Eskenzi securing coverage in some of the world’s most renowned business titles, including the BBC, WIRED, The Economist, Financial Times, Reuters, Forbes, The Daily Mail, Der Standard AT, The Express as well as many of the top security press, significantly increasing Lookout’s visibility.

Communicating a new brand identity

In 2023, a new business direction and focus from Lookout saw the company rebrand as a data-centric cloud security company. To support this objective, Lookout wanted to be visible in a specified list of top tier publications, and wanted to ensure its three core messages appeared in its coverage.  We therefore immersed ourselves in Lookout’s new messaging and mined its content to identify opportunities to promote these three central themes.

Results

By the end of 2023, 93% of Lookout’s  coverage was in National, Top Tier Security, Vertical, Channel or Business Coverage which focused on the three core themes. This included coverage in the Financial Times and City A.M., an interview with Bloomberg, Q&A’s with the Sun and research being published in the Daily Mail, The Hacker News and Infosecurity Magazine.

The year was a success for a number of reasons, but three stand out:

  • Lookout was delighted with the work and partnership with Eskenzi PR.
  • The Eskenzi team achieved its KPI’s with Lookout.
  • Wider perception on Lookout was changing as a vendor and what it specialised in.