From Last to First in Share of Voice – Comforte AG’s PR success story
Building awareness from the ground up
Data security specialist comforte AG sought to increase its visibility in two core markets: The UK and The US. But with minimal brand awareness in either region, Eskenzi PR needed to build a communications programme from the ground up. Compounding the challenge was the fact that comforte AG was headquartered in Germany, making it harder to get cut through with outlets preferring to feature local companies.
Eskenzi PR began the campaign by measuring comforte AG’s Share of Voice (SoV) over its key competitors, enabling us to establish clear benchmarks that could be used to evaluate success. The team got to work right away, creating a comprehensive thought leadership programme that leveraged insights from comforte AG spokespeople covering key timezones in Europe and America, achieving instant results that have continued to the present day.
Thought leadership to supercharge visibility
By launching a multi-pronged PR attack, comforte AG was able to achieve 64 total pieces of coverage – including 38 in Tier 1 publications – in the first three months alone. The Eskenzi team was quick to gain momentum using the Rapid Response programme, which was supported by interviews in top-tier outlets, including the Wall Street Journal. As a result, comforte AG featured in publications with a huge potential reach of 76,000,000.
The campaign ensured comforte AG’s SoV against its four competitors jumped to 31%, compared to just 10% from October 1st, 2018 to December 31, 2018 – an increase of 21% since the partnership with Eskenzi began.
This only improved throughout 2019, as comforte AG achieved a total of 259 pieces of coverage between the UK & US – averaging 24 pieces of coverage per month and seeing a share of voice increase of 27%.
Dominating share of voice and social media success
Comforte’s SoV continued to increase year-on-year, resulting in the company achieving the dominant share by the end of 2022.
In addition, comforte AG leveraged Eskenzi PR’s King Maker social media program, significantly increasing visibility and engagement across the company’s social channels. This included the recording and editing of videos and podcasts every month to give their unique perspective on the industry. A specific task was to try to build comforte AG’s social media audience, with LinkedIn as a primary focus. Eskenzi’s objective was to increase their followers from 827 to 1036 (a 25% growth). Having started the program in October 2019, Eskenzi exceeded the growth number in March 2020 with an average of 43 new followers per month.
Since working together, comforte AG has achieved a number of standout coverage hits including a BBC interview, national coverage including MailOnline, The Sun, LifeWire (US), Metro, and The Times, as well as wall-to-wall coverage in trade publications on both sides of the Atlantic.
Comforte AG continues its partnership with Eskenzi to this day.