Carbon Black

C8 sustained nationwide and trade coverage in the lead up to IPO

Carbon Black - C8 Consulting client

Preparing for IPO with Carbon Black. Carbon Black is a ground-breaking company that is rewriting the rules in the cybersecurity sector. The company created the application control and endpoint detection response (EDR) categories and pioneered next generation antivirus. Carbon Black is transforming cybersecurity via the computational power and agility of the cloud, bringing to market new solutions designed to protect against the most advanced cyberthreats. Deployed via the cloud, on premise, or as a managed service, customers use Carbon Black solutions to lock down critical systems, hunt threats, and replace legacy antivirus.

The Challenge

Carbon Black needed to increase penetration in global markets and generate sustained awareness of its key messages. Carbon Black worked with C8 to deliver an aggressive EMEA-wide brand awareness campaign covering the UK, Germany, Middle East, Sweden, Holland and Belgium. The goal was to create conversations that would build momentum and influencer support for Carbon Black’s innovative products. Furthermore, Carbon Black wanted to position itself and its spokespeople as leading experts in cybersecurity.

The Campaign

C8 created a public relations campaign to kick-start conversations about Carbon Black among the cybersecurity community. During the course of the intensive activity programme Carbon Black engaged with senior national and trade journalists. C8 developed high quality thought leadership content and leveraged Carbon Black’s proprietary research to drive debate around the increasing challenge of cybersecurity.

The Results

The campaign secured coverage in the BBC, The Times (Raconteur)Telegraph, Sunday Express, Mail on Sunday, Sky News, Wall Street Journal Europe and a plethora of tier one trade press. Across Europe Carbon Black’s story was heard by key audiences via top tier media. Carbon Black expert commentators became regularly sought out for their insight into cybersecurity issues.

C8 employed independent measurement and evaluation criteria that reported Carbon Black was the most talked about cybersecurity brand in that period.

Making a difference to the bottom line: Carbon Black successfully listed on the NASDAQ on 3rd May 2018, with an initial offer price of $19.00 per share. Shares surged 26% on opening.

“C8 manages to secure coverage and create storylines consistently. It is hard to keep creating content that will resonate and C8 manages to do this with ease.”

Suzanne Ward, EMEA VP of Marketing, Carbon Black

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