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LEWIS

Company

Blackberry

Office

San Francisco, CA

Services

Public Relations

Sectors

B2B Tech, Cybersecurity

Shifting Brand Perception


Challenge

Blackberry, once one of the biggest household names in consumer technology, engaged LEWIS to build global awareness around their corporate shift towards becoming a leader in cybersecurity. This was an opportunity to build a new B2B narrative around an otherwise, well-known consumer brand.

Approach

The team blended executive visibility with product news while focusing on the overall company narrative to drive top-tier coverage. Leveraging key moments, such as the annual Black Hat cybersecurity event, for strategic announcements and thought leadership ensured maximum impact. An ever-present emphasis on owned content in the form of original cybersecurity research helped establish credibility for the program.

Results

Repositioning Blackberry as an innovative cybersecurity leader while reinforcing the company’s legacy of trust and security has been a success with major lift in cybersecurity and feature stories in outlets such as CNBC, Business Insider, Forbes and more.

400+

Articles on security & smart car leadership at CES 2020

70%

New product launch SOV at Blackhat 2019

300+

Pieces of top-tier business and technology media coverage

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