REQ has partnered with SpyCloud, a cybersecurity firm known for its expertise in cybercrime data and identity threat protection. At the forefront of this collaboration is Kayla Kretzer, SpyCloud’s communications leader, who led a research-driven content campaign.
Kretzer explained the vision behind their campaign: “A major brand goal we have for SpyCloud is to continue to hold our authority in recapturing darknet data and providing insights into what identity data exposures mean for businesses and their value in the criminal ecosystem.” The primary audiences targeted were Fortune 1000 security decision-makers, U.S. government security professionals, and cybersecurity journalists.
Research played a crucial role in shaping their strategy. Kretzer noted, “We started with deep analysis of SpyCloud’s recaptured breach, malware and phished data – billions of stolen credentials, PII, financial data and infostealer logs.” The reports aimed to enhance brand authority and increase awareness among enterprise and government audiences.
The execution involved differentiating content and distribution methods. Kretzer highlighted their approach: “We issued two distinct press releases for the malware report — one technical, one narrative.” For the Identity Exposure Report, they targeted broadcast media with consumer-friendly storylines.
The campaign resulted in 210 media placements across top outlets like Dark Reading and SC Media. Their Share of Voice on ransomware topics increased significantly. “Our campaign clearly aligned with company growth objectives,” Kretzer stated.
SpyCloud also explored innovative elements in their outreach program. They uncovered narratives from recaptured data that were not driven by press releases but crafted as editorial exclusives. Kretzer advised others to be bold with data: “The more original and aligned your insights are with current trends…the more likely you are to cut through the noise.”
SpyCloud’s efforts demonstrate how innovative storytelling backed by data can drive business results and establish authority in a competitive media environment.
