Case Study
b2C2B PR

Putting a spotlight on data protection and security with Appvisory

client

mediaTest digital / Appvisory
appvisory.com

PROJECT DATE

February 2020 - September 2020

Services

B2C2B PR

The results

8

Months

38

ARTICLES SECURED

+74 Mio

Reach

The brief

Data protection and data security are among the major issues of our time. However, many consumers and companies alike ignore the potential threats and play the ostrich principle; hoping that whatever it is that could risk their data or privacy will just go away.

Since the evaluation of security measures is difficult for the average consumer, but also, for companies of all sizes, expert guidance is often needed. The SaaS provider mediaTest digital from Hanover and its software solution Appvisory allows companies to protect sensitive company data on mobile devices against security gaps in apps by analysing the data traffic. Our goal was to position Appvisory as a security expert as well as to establish Appvisory as a pioneer in the field of data security and data protection.

The campaign

After our initial assessment of market, target media interests and Appvisory resources, we decided for a campaign consisting of expert articles, data stories and reactive statements to data breaches and security news. We chose a special B2C2B approach, in order to place the initially “niche topic” in high circulation media, too. Our thinking behind this strategy was the following: Only if we make everyone aware - from employees to managing directors and IT managers - of the important topic of mobile security, can we ensure that companies ultimately prioritise this task.

In tailored, seasonal and timely monthly tests of mobile applications we informed the media and market about potential security threats on smartphone and tablets. Several story angles we considered were aligned with the current agenda of journalists - e.g. risks of dating apps timely connected to Valentine’s day, security threats of video conferencing tools during the peak times of lockdown home office and remote work or the safety of school apps during homeschooling in times of Covid-19. The goal of these tests was to educate and sensitise about potential security risks and data protection concerns as well as to offer advice on better alternatives. In addition to running a regular monthly test report, we offered bylines, interviews and statements to the media and offered a glimpse behind the scenes of Appvisory and the work of a mobile app security expert.

The result? With the little effort of only 15 working hours per month we’ve been able to secure 38 media articles with a total reach of +74 million. This ensured a steady drumbeat of coverage for the mobile app security expert and helped laying a solid foundation for Appvisory’s expert voice in the market.