HomeUnited StatesCaliforniaPublic Relations (PR)10Fold Differentiates BitGlass With Where’s Your

10Fold Differentiates BitGlass With Where’s Your

July 2018
10Fold Differentiates BitGlass With Where’s Your
Description

Challenge

Bitglass is an IT security startup that needed visibility and leads leading up to the industry’s biggest IT security tradeshow, RSA. The company competes in a very noisy space and an industry darling, CipherCloud, had secured a lot of industry attention. In addition, Bitglass wanted to educate the media and public on the fluid state of information outside of the corporate firewall. 10Fold recommended an experiment using the Bitglass watermarking technology to highlight the speed in which sensitive financial data would travel after a theoretical data breach once it hit the Dark Web.

Solution

Using the Bitglass-patented watermarking technology, Bitglass generated an Excel document and populated it with names, addresses, phone numbers, Social Security and credit card numbers. The list of 1,568 fictitious people was then anonymously posted by the Bitglass team within the Dark Web where cybercriminals frequent to purchase stolen consumer and corporate information. The test demonstrated how stolen data is shared, bought and sold on the black market. Within two weeks:

• The document was previewed > 1,000 times.

• The document was downloaded 47 times.

• The data traveled to 22 countries on five continents.

• The most interesting places accessing the fake data: U.S.-based educational institutions.

• People looking at the data were criminal gangs in Russia and Nigeria.

Beyond proposing the creative outline for this experiment, 10Fold recommended disseminating the information in several formats including a press release, creating a hybrid report/infographic and video to depict the velocity in which breached information travels after a hypothetical cyberattack. The video was playing on repeat at the Bitglass booth during RSA 2015 and the infographic was made available to all foot traffic. All assets were posted online and on all social channels (YouTube, LinkedIn, Twitter and Facebook). 10Fold was able to use the report and digital collateral to emphasize the liquid market for breached data.

Outcome

The report not only appeared in a feature story on the Wall Street Journal, but also appeared in the Risk and Compliance property of the Wall Street Journal, the CIO Journal Morning Download. In a matter of two weeks the report had been seen in more than 80 IT security, consumer and business publications.

• Week of launch netted 15,000 visitors to www.bitglass.com vs. their 5,000 weekly average

• After the first week, there were more than 2,300 video views

• 700 leads (gated report downloads, many more views of the report since some of the pubs included the link directly to the PDF)

• Thousands of tweet mentions (though we're not sure how many since we didn't have a great tool for tracking)

Bear in mind, Bitglass had only received 80 articles total prior to engaging with 10Fold. What’s more, the report serves as a data resource for press every time a breach takes place. The findings serve as good fodder for Bitglass inclusion and as a conversation starter every time a breach is disclosed. Lastly, multiple media outlets couldn't help but give their suggestions for fun and creative ways to do the experiment in 2016. This campaign garnered national industry recognition in March 2016 as it won Honorable Mention for PR Week’s Technology Campaign of the Year (2nd place out of five national Finalists).

10Fold Differentiates BitGlass With Where’s Your

July 2018
content marketing
social media marketing
content marketing
social media marketing
Description

Challenge

Bitglass is an IT security startup that needed visibility and leads leading up to the industry’s biggest IT security tradeshow, RSA. The company competes in a very noisy space and an industry darling, CipherCloud, had secured a lot of industry attention. In addition, Bitglass wanted to educate the media and public on the fluid state of information outside of the corporate firewall. 10Fold recommended an experiment using the Bitglass watermarking technology to highlight the speed in which sensitive financial data would travel after a theoretical data breach once it hit the Dark Web.

Solution

Using the Bitglass-patented watermarking technology, Bitglass generated an Excel document and populated it with names, addresses, phone numbers, Social Security and credit card numbers. The list of 1,568 fictitious people was then anonymously posted by the Bitglass team within the Dark Web where cybercriminals frequent to purchase stolen consumer and corporate information. The test demonstrated how stolen data is shared, bought and sold on the black market. Within two weeks:

• The document was previewed > 1,000 times.

• The document was downloaded 47 times.

• The data traveled to 22 countries on five continents.

• The most interesting places accessing the fake data: U.S.-based educational institutions.

• People looking at the data were criminal gangs in Russia and Nigeria.

Beyond proposing the creative outline for this experiment, 10Fold recommended disseminating the information in several formats including a press release, creating a hybrid report/infographic and video to depict the velocity in which breached information travels after a hypothetical cyberattack. The video was playing on repeat at the Bitglass booth during RSA 2015 and the infographic was made available to all foot traffic. All assets were posted online and on all social channels (YouTube, LinkedIn, Twitter and Facebook). 10Fold was able to use the report and digital collateral to emphasize the liquid market for breached data.

Outcome

The report not only appeared in a feature story on the Wall Street Journal, but also appeared in the Risk and Compliance property of the Wall Street Journal, the CIO Journal Morning Download. In a matter of two weeks the report had been seen in more than 80 IT security, consumer and business publications.

• Week of launch netted 15,000 visitors to www.bitglass.com vs. their 5,000 weekly average

• After the first week, there were more than 2,300 video views

• 700 leads (gated report downloads, many more views of the report since some of the pubs included the link directly to the PDF)

• Thousands of tweet mentions (though we're not sure how many since we didn't have a great tool for tracking)

Bear in mind, Bitglass had only received 80 articles total prior to engaging with 10Fold. What’s more, the report serves as a data resource for press every time a breach takes place. The findings serve as good fodder for Bitglass inclusion and as a conversation starter every time a breach is disclosed. Lastly, multiple media outlets couldn't help but give their suggestions for fun and creative ways to do the experiment in 2016. This campaign garnered national industry recognition in March 2016 as it won Honorable Mention for PR Week’s Technology Campaign of the Year (2nd place out of five national Finalists).

Work details
work
Client
BitGlass
place
Location
California
business
Industry of the client
Technology Hardware & Equipment
people
Audience
Business to Business
settings
Service provided
Public Relations
Looking for an agency providing that kind of service?Start a project

Works made by other agencies

Check the latest works made by other agencies
CURVE COUTURE

CURVE COUTURE

November 2014
November 2014

CURVE COUTURE

Jack Morton Worldwide, based at Los Angeles, United States has been asked to develop CURVE COUTURE for their brand BendonProduct: Lingerie in 2008. This customer case is known in the marketing & communication market for Print, Commercials Archive, Lingerie, Underwear, Pajamas, Tights, Stockings, Bendon Adverts.

Public Relations (PR)
Baseball

Baseball

November 2014
November 2014

Baseball

Santy Integrated, based at Hawaiʻi County, United States has been asked to develop Baseball for their brand Phoenix Children's HospitalAgency: Santy IntegratedCountry: United StatesCategory: Consumer & Public services, Health & Pharmaceutical in 2009. This campaign is known in the marketing & communication market for Print, Commercials Archive, Consumer, Pharmaceutical Products, Phoenix Children's Hospital Adverts, Public services, Health.

Public Relations (PR)
Japan

Japan

September 2017
September 2017

Japan

Basically the goal of the project was to see how people saw the prime minister reputation and from that point start a campaign to improve the numbers in order to impact more people and have more visibility inside the community.

Digital Strategy
Public Relations (PR)
Data Consulting
Graphic Design
Media Planning
Onovalov's Statue

Onovalov's Statue

November 2014
November 2014

Onovalov's Statue

Santy Integrated, based at Hawaiʻi County, United States has been asked to develop Onovalov's Statue for their brand Jelfa SaProduct: Spectab in 2008. This customer case is known in the marketing & communication market for Print, Commercials Archive, Health, Pharmaceuticals, Jelfa Sa Adverts.

Public Relations (PR)
Toe fetish

Toe fetish

November 2014
November 2014

Toe fetish

Human Ideas, based at Minneapolis, United States has been asked to develop Toe fetish for their brand Tourism Tasmania in 2014. This customer case is known in the marketing & communication market for Print, Commercials Archive, Places), Transport, Tourism, Destinations (Countries, Tourism Tasmania Adverts.

Public Relations (PR)

Let us guide you to the best agency

From web design to advertising campaigns, we guide you to the right agency fitting your needs and budget. Then, compare and hire the one that’s right for you.

Find my agency

100% free - Fee is charged to agencies willing to collaborate with you.