Raising the profile and credibility of CrowdStrike
Two men standing together with an award

CHALLENGE: Sefiani is retained by CrowdStrike, a rapidly growing global leader in cloud-based cyber security, to boost awareness of its brand, its differentiated offering and build its reputation in Australia. As a company grown in the U.S., our brief was to raise awareness of the brand, in a highly cluttered Australian media landscape, achieving cut through beyond just the technology pages of our leading national titles.

STRATEGY: To build up the CrowdStrike name in Australia, we utilised key subject matter experts, the impressive leadership team and global data reports to position the brand as the leader cybersecurity. A robust program of media relations, thought leadership, speaking platforms, strategically significant award submissions and content creation was devised to help drive media coverage and business growth in a highly competitive market. Our “always-on” press office and ‘newsjacking’ approach seized Covid-19 and the increase of cyber breaches and nation-state attacks, securing commentary in top tier media on Covid-themed phishing, the Prime Minister’s cyber threat announcements and ransomware attacks.

IMPACT: We positioned CrowdStrike as the go-to expert on cybersecurity. CrowdStrike’s leadership profile has been built and strengthened in the Australian market beyond the technology pages, with our success leading to the CrowdStrike brand being positioned above other global competitors operating in the Australian market. We delivered stunning success in a hotly contested sector, significantly raising awareness and consistently securing number one or two media SOV position with 98% positive sentiment. Journalists are now reaching out to CrowdStrike proactively for expert commentary and a number of business opportunities have also been created as a result of the Australian media program.