The Challenge
Everfox had recently spun out from Forcepoint and was looking to cement the new brand’s position as an industry leader safeguarding the world’s most critical data networks and digital assets from complex cyber threats.
They came to The Flywheelers looking to create a campaign that would:
- Educate IT decision makers on the importance of preventative security technologies in today’s complex cyber landscape
- Strengthen Everfox’s reputation as a trusted expert in securing governments, defence organisations, and critical industries
- Drive top-of-funnel engagement while supporting collaboration with marketing on later-stage conversion activity
The Strategy
After analysing the challenges facing Everfox’s customers and assessing the effectiveness of current cybersecurity solutions, The Flywheelers developed the strategy for the CYBER360 Campaign.
Drawing on Everfox’s product portfolio and recognising that rising rates and sophistication of cyberattacks were exposing the limitations of traditional cybersecurity methods, we shaped the campaign around the need to shift industry attitudes from detection-based solutions toward prevention-led approaches. This would position Everfox as a forward-thinking partner in a rapidly changing threat environment.
To deliver a well-rounded and impactful campaign that met all strategic objectives, we focused the strategy on three core pillars:
- The Hero Asset: A tangible asset designed for both online and print to support both digital lead generation, as well as to be used as a take-away at events
- Bold and Engaging Assets: Visually striking content crafted specifically for social media to capture attention and drive engagement among target audiences.
- Targeted PR Campaign: A strategic PR campaign aimed at building brand awareness and credibility among security professionals.
The Campaign
With the strategy defined, we set out to bring it to life through a focused, insight-driven campaign. Each element was designed to reinforce the shift toward prevention-led cybersecurity, while driving awareness, engagement, and action across Everfox’s key audiences.
The Hero Asset
At the centre of the campaign was the CYBER360 Report, a flagship piece of thought leadership designed to highlight the challenges facing regulated industries and the urgent need for a preventative approach to cybersecurity.
To ensure the report was grounded in real-world insight, we commissioned original research with security leaders and IT practitioners across the US and UK, spanning sectors including government, defence, financial services, and healthcare. This was further strengthened by expert input from Everfox’s senior leadership team and network of expert industry commentators.
The result was a credible, insight-rich asset that gave the campaign both authority and momentum.
Bold and Engaging Assets
To drive traffic to the report and capture attention across channels, we developed a suite of content designed to engage audiences at every stage of the funnel. This included:
- A teaser video to spark interest and drive traffic to the full report
- A visually striking infographic summarising key findings in a digestible, shareable format
- Social media assets tailored for LinkedIn, designed to provoke conversation and amplify Everfox’s voice in the cybersecurity space
This content played a key role in extending the campaign’s reach and encouraging meaningful interaction with Everfox’s message.
Targeted PR Campaign
We launched the report and supporting assets to public sector, cybersecurity and technology media, followed by a targeted release to financial services media, a key market for Everfox.
To support the launch, we also developed a series of thought leadership articles on the impact of AI on the cyber threat landscape and the growing popularity of Hardsec, using insight from the report to offer deeper guidance for IT decision makers.
This approach helped position Everfox as a credible voice in the cybersecurity conversation and moved the campaign’s influence beyond owned channels.
Video Credit: Kurtis Bhere at KurtisB.Studio
Impact
The CYBER360 campaign achieved its goals of educating IT decision-makers on preventative security and reinforcing Everfox’s reputation as a trusted cybersecurity expert, with 13 pieces of dedicated media coverage in key UK titles, including Infosecurity Magazine, TEISS and IFA Magazine.
- 500 reports were distributed at Everfox events, providing the sales team with a wealth of insight to share with potential customers
- 480 people downloaded with report in the first six months of the campaign
- The video received over 3000 views across Everfox’s owned channels
