Challenge: Break through the global media noise and fast-track NordVPN Teams (now NordLayer) as the leading cybersecurity solution for remote-first businesses.
In just 7 days, we crafted a data-driven narrative, built targeted media lists, and led a global push across three PR teams. Every angle and pitch was precision-executed to position NordVPN Teams as the top cybersecurity choice for remote-first businesses. With zero ad spend, we secured coverage in Forbes, Bloomberg, and 200+ outlets—turning one story into global visibility and market authority.
- 217+ media placements globally
- 103M+ total audience reach
- 252K+ estimated direct article views
- 78 top-tier publications including Forbes, Bloomberg & The Guardian
About the client
NordVPN (now NordLayer) is one of the most recognized names in the cybersecurity space, protecting users from hackers, trackers, ads, and malware. When the pandemic changed how businesses operated in the industry, NordVPN Teams saw an opportunity to position itself as the go-to cybersecurity solution for remote-first businesses. They needed a high-impact PR campaign that would educate, engage, and drive conversions fast.
Goals
- Position NordVPN Teams as the leading cybersecurity solution for remote-first businesses post-pandemic.
- Secure 150+ media placements across global, regional, and niche cybersecurity outlets, including at placements in top-tier publications like Forbes, Bloomberg, and The Guardian.
- Reach over 75 million in potential audience size through strategic PR distribution.
Gameplan
Approach:
- Craft a newsworthy narrative that aligns with current global trends.
- Build media strategies that target audiences in the cybersecurity and remote work niche.
- Leverage fresh data and insights to ensure coverage in major publications across the globe.
Rather than relying on spammy outreach or low-quality publications, we focused on high-impact, targeted PR tactics that created buzz across the industry.
Execution & strategy
Stage 1: Content prep and media targeting
Before launching anything, we nailed the angle and built the system behind it.
- Built a media list laser-focused on credibility and audience relevance.
- Crafted pandemic-relevant, educational content to ride the news cycle.
- Hired and led 3 external PR agencies to scale the campaign across regions.
Stage 2: Global PR execution
With the machine in place, we went full throttle.
- Deployed a $15K budget for max reach and ROI.
- Led all journalist comms and distribution in-house.
- Landed coverage in Forbes, Bloomberg, The Guardian, and 200+ global outlets.
Featured in
Key takeaways:
Data wins: Audience responds to numbers, not random opinions. Leverage fresh insights in the industry to break through the cluttered market noise.
Diverse media mix matters: A combination of top-tier, niche, and industry-specific outlets ensures sustained momentum.
No fluff, just value: Thought leadership backed by real insights positions brands as industry leaders.
Timing is everything: Hooking content to trending topics fast-tracks media coverage and engagement.
Conclusion
In just 7 days, we executed a high-impact PR campaign for NordVPN Teams (now NordLayer), securing 217+ global publications and reaching 103M+ individuals without a single paid ad. By leveraging data-driven content, strategic media outreach, and expert execution, we positioned them as the go-to cybersecurity solution for remote-first businesses. Coverage in Forbes, Bloomberg, and The Guardian boosted NordVPN Teams credibility, engagement, and organic traffic.
