Dynamic PR that Exceeds Expectations – Lookout
When Lookout first approached Eskenzi, the company had a strong reputation in the mobile security sector but lagged behind their competitors in terms of share of voice and had limited brand awareness outside of mobile security. The company wanted a market presence that matched its status in the industry, and so appointed Eskenzi to build the company’s brand into one that was recognisable, visible, valued and understood. However, with Lookout competing against some well-known and well-established players, increasing share of voice, 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, creating fresh thought-leadership content and showcasing Lookout’s bespoke research, the first year saw Lookout average 22 pieces of coverage per month across the UK and DACH regions. The success continued, with Lookout rising amongst its competitors from fifth position to second by 2022. During this time, Eskenzi secured coverage with 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 the company’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.
By the end of 2023, Eskenzi PR secured 105 pieces of coverage for Lookout, with 93% of the coverage being 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.