How do you stand out in the crowded file-sharing market? With competitors such as Box and DropBox, that’s exactly what Accellion needed to do. We used speed, spokespeople and a concert-playing violinist to meet the challenge.
Accellion helps enterprises ensure secure file sharing and collaboration in today’s Bring Your Own Device (BYOD) environment. The company needed to quickly differentiate itself as the premier secure enabler of mobile productivity and file sharing for enterprises.
LEWIS worked with Accellion in the US and in the UK. We launched a campaign heavily rooted in the current media agenda. We positioned the Company's private cloud, on-premise solution as a key differentiator and therefore a “must-have” for enterprises needing to ensure protection in an environment plagued with costly data breaches. We leveraged topics such as the Snowden revelations, the Patriot Act and wearable technologies – showing how enterprise content is vulnerable. We positioned Accellion spokespeople as experts on security breaches, why security needs to be a board-level priority, and the need for a private cloud solution following the invalidation of trans-Atlantic data sharing by the European Union’s high court. Accellion tackled security-focused topics its competitors would not discuss.
It was also important to increase the profile of Accellion’s CEO Yorgen Edholm. We leveraged Yorgen’s experience as a concert violinist for orchestras in Europe. We drew a parallel between his discipline and practice as a musician and his leadership of a global technology firm.
Accellion has built a strong rapport with business, technology and vertical media, and with government agencies and enterprises seeking to protect both data and their futures. LEWIS also shared and discussed Accellion’s news with its target audiences on social media, growing the company’s community of influencers on security-related issues with customers, prospects and the press.
Almost 70% of Accellion’s media coverage since 2013 has been based on rapid response outreach. The company has been quoted or featured in 400 articles since then, with the majority of exposure in tier one publications including the Financial Times, Forbes, USA Today and the Wall Street Journal. LEWIS secured profiles on Yorgen in the Corner Office section of the New York Times, Inc. and the Silicon Valley Business Journal. Accellion’s communities of thousands on Twitter, LinkedIn and Facebook see new growth weekly and serve to evangelize Accellion’s leadership on securing the enterprise.