Malwarebytes, a next generation anti-malware solution company has enjoyed high brand awareness and affinity in the U.S., but was relatively unknown in the APAC region, and was competing against well established brands such as Trend Micro, Symantec, and Kaspersky. This challenge was compounded by the fact that Malwarebytes was primarily known a consumer facing brand, whereas the business focus in the region was solely focused on enterprise customers, largely in the mid-market.
We went beyond the usual enterprise technology trade publications and reach mainstream publications by establishing how cybersecurity was relevant to businesses at large. We also prioritised local publications over regional publications as these were the publications that Malwarebytes sales leads were most familiar with. We worked closely with the internal data-science team to form country specific stats to craft compelling stories that highlighted the malware landscape and impacts on individual country.
Generated over 140 clippings in the APAC across top tier dailies, broadcasts radio and trade publications for Malwarebytes in nine months (e.g. The Business Times, The Straits Times, The Sun, BFM89.9, Business Mirror, Lianhe Zaobao, ZDNet and the South China Morning Post)
A distinct increase in commentary requests coming from dailies and broadcasts such as The New Paper, The Business Times, The Straits Times and Channel NewsAsia