Eskenzi: Record-Breaking Cybersecurity PR (literally)
Every year, Eskenzi PR runs Security Serious Week, a dedicated campaign to encourage businesses to take cybersecurity seriously and spread security awareness. To mark the Week’s 7th anniversary and to spread advice on the important issues within the cybersecurity industry, Eskenzi wanted to launch a creative and impactful cybersecurity PR campaign. However, while the Week itself discusses an important – and serious – topic, we wanted to ensure that information was presented in a fun, creative and informative way. In parallel, we wanted to bring the industry together while educating the public to become more security savvy.
These objectives led us to the idea of setting an Official Guinness World Record for the Most Views of a Cyber Security Lesson Video on YouTube in 24 hours, with one core objective. Not only would this ensure we reached thousands of people with crucial cybersecurity content, it would be an opportunity for us to partner with our clients and drive visibility for them and their expertise. We chose to partner with KnowBe4 and OneLogin, both market leaders in their respective cybersecurity fields and, which both shared the same goal in wanting to spread security awareness. The Guinness World Record (GWR) attempt also marked the first time anyone had attempted one in a virtual format, adding an additional level of excitement!
Eskenzi engaged with multiple activities to increase awareness and promotion of the record attempt. This included:
- Social Media Posts – there were pre-made promotional posts created and approved by GWR to use before, during and after the live event.
- Press Releases – These were distributed by all parties involved to amplify/ awareness
- Blogs – GWR pre-approved blogs were written and provided to sponsors to upload to the website, including GWR logos.
- We proactively pitched to industry contacts including Eskenzi Clients, OneLogin Customers, KnowBe4 customers, industry journalists, IT Security GURU Newsletter, ClubCISO, ISACA, ISC2, Pulse Conferences.
- Videos – GWR provided introduction and record attempt success videos for sponsors to promote on owned channels during the licensing period.
Global campaign, global impact
On 15th October 2021, it was officially announced that Eskenzi PR, along with KnowBe4 and OneLogin, had set the Guinness World Record for the Most Views of a Cyber Security Lesson Video on YouTube in 24 hours. Minimum Target – 1500 views. Achieved: 2136 views.
Official record link as seen on Guinness World Records website: https://www.guinnessworldrecords.com/world-records/668277-most-views-of-a-cyber-security-lesson-video-on-youtube-in-24-hours
In total, there were 2136 viewers as of the 24-hour mark – 1500 was required to set Guinness World Record. Today, there are 9,738 YouTube views, helping to improve security education for thousands around the world, with the full training session available to view here: https://www.youtube.com/watch?v=fI6s-NqbqPs.
The news was widely covered in both the UK and the US, featuring in Bloomberg and receiving blanket trade coverage in the likes of The CyberWire, AiThority Magazine, IT Security Guru, Vigilance Security Magazine, TechRound, Infosecurity Magazine, Bloomberg and BetaNews.
This was a highly successful and creative campaign that pushed the boundaries of cybersecurity PR, with all vendors involved delighted with the outcome.