Blackberry
Problem
Blackberry engaged TEAM LEWIS to increase its awareness around its corporate refocus: a move away from hardware and into cybersecurity. These campaigns were an opportunity to build a new B2B narrative for a well-known consumer brand. They also allowed TEAM LEWIS to take on some of the most well-known brands in the software industry. The campaign grew from just a brand repositioning exercise to establish BlackBerry as a broader cyber and tech leader.
Solution
It’s no secret that data can yield transformative PR outcomes. However, BlackBerry lacked proprietary business statistics and had no ongoing research cadence in place. TEAM LEWIS designed a creative solution using its in-house research team for “of the moment” surveys of security professionals. These could be developed rapidly and cost-effectively in response to breaking news.
Execution
The primary goal of the strategy was to overcome a legacy perception as a consumer device manufacturer and securing a high volume of on-message coverage.
We supported hundreds of pieces of coverage each quarter over four years consistently. We executed multiple quick-turn surveys and saw both the quality of coverage and the range of associated topics increase.
Key results
global articles secured in FY23
media hits in ‘Golden Circle’ outlets
articles from original ChatGPT research
Our Work
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