Case Study

Keeper Security: Pan-European Impact for a PAM leader

Introduction

Keeper Security, a provider of zero-trust and zero-knowledge cybersecurity software protecting passwords, passkeys, privileged access, secrets, and remote connections, began its relationship with Eskenzi PR in January 2023 to boost brand recognition and Share of Voice amongst password manager and PAM providers in the UK, France, and DACH regions.

Having previously employed a PR agency in the UK, Keeper was underwhelmed by the coverage numbers and felt they needed a creative, proactive agency with strong ties in the tech press as well as national media.

The company hadn’t before carried out a PR programme in France and Germany, so was starting from scratch to raise brand awareness in the region.

Using proprietary research and tips to bolster coverage and create relationships with tier-1 media

Eskenzi brainstormed a consumer survey to learn the password habits of thousands of individuals across the UK, US, Germany, and France for one concise report. The research focused on password management and unifying perceptions into reality, however to give it an original and highly visual angle, respondents were asked what animal people identified with when it came to their confidence in cybersecurity best practices, for example, “a lion that confidently takes charge”, “an ostrich burying its head in the sand”, “a frightened possum that plays dead”.

In addition, using data collected from parents who took the survey, a Parental Practices report was compiled.

This approach allowed us to have a stream of regular content for two quarters of the year, resulting in coverage in tier 1 tech and business press such as Computer Weekly, Tech Radar Pro, and Infosecurity Magazine, as well as Yahoo, The Sun, and MSN in the UK. In Germany and France, top titles like IT Director, it-edu, and developpez picked up the research, and served as a foundation for multiple leadership articles and handy stats to plug into comment opportunities. The report was also hosted on Keepers’ website, helping to drive traffic to the company’s site and support its SEO and engagement objectives.

Furthermore, Keeper’s insights into scams, common cybersecurity mistakes, and tips for improved security have become popular amongst national publications such as the Daily Mail, The Sun, and Sky News. Journalists from these publications now come to us to get Keeper’s insight on hot topics such as romance scams, what cybersecurity measures need to be in place in case of death or disaster and cyberstalking, cementing the brand’s position as a leading authority on the issue.

Results

In 2023, Keeper Security secured over 330 pieces of press coverage in the UK, over 350 in France, and over 200 in DACH. This has meant a share of voice increase amongst Keeper’s top competitors, from 5% to 15% in the UK and from 4% to almost 30% in DACH and France, putting the company exactly where it wanted to be and positioning it for an even stronger 2024.

““It’s not easy to navigate the dynamic media landscape and your team is able to do so with the utmost agility. Here at Keeper, we’re thrilled to be working with such a passionate and creative group of professionals that is never afraid to think outside the box with new, exciting, and innovative ideas.””

Anne CutlerDirector of global communications, Keeper Security.