Customer

Real-Time Automated Endpoint security company
Engaged with W2 Communications in May of 2017
Highly customizable three part approach: Built in next-generation anti-virus prevention capability, plus deep detection and process isolation capability to arrest and contain malicious code and automated/fine tuned remediation features restoring targeted systems
Major focus on the study and research of the processes of the OS

Challenge

Sought PR experience and expertise to get company’s name out
Entering a crowded market where their competition claims to fix ALL problems relating to endpoint security
Stand out with a more authentic message
Multitude of variables surrounding endpoint security: the users browser, different apps, the many OSs, productivity of the user – very difficult space to perform security accurately and consistently

Approaching the endpoint security challenge differently and offering a voice of reason
Implemented a thought leadership campaign with an authentic message, targeting product reviewers, journalists with reach into the CISO buyer, and cybersecurity magazines

Our team targeted InfoSecurity, Dark Reading, SC, CSO and other publications whose very seasoned and savvy veteran reporters who would be keen to hear about a company admit to the challenges of endpoint security.
We assured this select group of media professionals that the word “prevention” would not come up during our conversations, enticing them with a fresh perspective to present their readers. In other words, we advised enSilo to go forward with the message, “we’re going to talk openly about this, without promising that we can stop everything under the sun.”

Our team designed a sequence of media relations initiatives leading up to the Black Hat conference that was intended to build on the momentum of enSilo’s increasing exposure.
During that time, the WannaCry ransomware attack emerged, and our team conducted an ideation session with enSilo’s leadership and development teams and encouraged enSilo to distribute their WannaCry patch in order to position them as responsible corporate citizens.
We launched a full strategic PR campaign around the purposeful distribution and success of the patch.
Following the WannaCry ransomware attack, enSilo created a patch for a major OS, Windows XP, that had been orphaned by Microsoft (end of security support/updates). enSilo took on a customer-friendly approach of offering the patch as a show of support to customers/security community logistically unable to remove WinXP from critical, embedded installations in hospital systems, transportation equipment, other sensitive places).

Our new message resonated with severely resource-constrained CISOs weary of being sold “solutions” who were then better able to understand the true value proposition of enSilo.
The success of the WannaCry PR campaign elevated enSilo into the media spotlight at the CISO level, and furthered enSilo’s message of authenticity.
This momentum continued right up until the 2017 Black Hat Conference and resulted in several successful meet and greets, which resulted in several interview opportunities via relationship-building with journalists and enSilo’s CEO & CTO who we urged to travel from Israel just for these meetings.
Post-Black Hat our team was able to continue driving the enSilo brand awareness initiative through numerous new media pitches on real-world endpoint security challenges, through the new lens of credibility built over the previous few months.
We were able to land positive product reviews in major publications, including SC Media and CSO Magazine, making a tremendous impact on the sales team as the enSilo products were in Best Buy’s recommended product category.

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