HIJACKING THE NEWS AGENDA INFLUENCED BY THE STRONG COMPETITOR

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Objective:
Increase the number of expert content attributed to Trend Micro's leadership and push the key announcement of the year.
Challenge:
With Annual Cybersecurity Trends Report being 'the news of the year' for Trend Micro, the major competitor schedules a similar report announcement earlier, 'burning' the news agenda.
Solution:
We persuaded the client to prepare variable report content in advance and chose targets for the embargo, focusing on key business and general media with the highest reach, domain authority and quotation index, as well as key industry influencers. With enough preparation and lead time we secured a much higher number of expert comment and news publication than in previous years, winning advantage from the competition.
Result:
Hit the top
NEWS FOR DECEMBER 2019
25
HIGH-LEVEL ORIGINAL PUBLICATIONS
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