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


Preparing for IPO with VMware (formerly Carbon Black). VMware 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. VMware 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 VMware solutions to lock down critical systems, hunt threats, and replace legacy antivirus.

The Challenge

VMware needed to increase penetration in global markets and generate sustained awareness of its key messages. VMware 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 VMWare’s innovative products. Furthermore, VMware 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 VMware among the cybersecurity community. During the course of the intensive activity programme VMware engaged with senior national and trade journalists. C8 developed high quality thought leadership content and leveraged VMware’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 VMware’s story was heard by key audiences via top tier media. VMware expert commentators became regularly sought out for their insight into cybersecurity issues.

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

Making a difference to the bottom line: VMware 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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