So far in Hacker Rangers’ campaign, the company has received over 40 pieces of unique coverage in a matter of months. Media coverage for Hacker Rangers reached an estimated global audience of over 308 million and garnered more than 2 million unique views. The campaign’s success thus far has resulted in the company forming numerous key partnerships with international organizations.
Project Overview
Hacker Rangers is a new, utterly gamified cybersecurity awareness and training platform. The company was founded to encourage people to practice safe digital behavior and learn how to effectively combat cybercrime. The platform utilizes a proactive approach to teaching users how to detect and avoid potential cyber threats in their daily personal and professional activities.
Hacker Rangers has a global vision of making the digital world safer by breaking down complex technical cybersecurity concepts and making them easy to understand for everyday audiences.
Client Goals
While Hacker Rangers was founded and primarily operates out of its headquarters in Brazil, the company’s goal is to extend its expertise into the US and other international markets. It aimed to highlight the differences and innovations in their training methods to increase brand recognition.
Strategy
As a Brazilian company entering the highly competitive cybersecurity awareness training market in the US, our team knew we would have to help them navigate the inherent biases of a foreign company competing against American entities by building trust, awareness, and distinction through:
- Establishing Brand Authority: Creating targeted messaging, building strategic partnerships, and generating sufficient media coverage to introduce Hacker Rangers to the US market.
- Building International Credibility: Showcasing Hacker Rangers’ experience and authority in Brazil to help the company gain traction in the US.
- Thought Leadership: Securing guest interviews focusing on IT, cybersecurity, business, data privacy, and other relevant topics.
- Enhanced Industry Presence: Attending various trade shows, conferences, webinars, and virtual events, including Data Connectors in Houston, TX, the Global Information Security Forum in Orlando, FL, and the Digital Privacy Summit in Mesa, NJ.
- Brand Differentiation: Demonstrating how Hacker Rangers’ mission (using gamified cybersecurity awareness training to fight cybercrime) is the best approach for modern users.
Success
From having no coverage in the US market to landing in major outlets like Techopedia, Go Banking Rates, Business.com, and Business Insider, the strides our team has helped Hacker Rangers make in the past several months have been remarkable. Since partnering with Otter PR, the company has nearly doubled its team size and shifted its recruitment efforts to hire international staff, further highlighting its continued growth in a market it was initially worried about entering.
As a result of our team’s efforts in Hacker Rangers’ media campaign, the company solidified its position in the US cybersecurity market, resulting in numerous partnerships with clients, including Fordham University in New York and many globally recognized companies like Burger King, Luxottica, and Whirlpool.
After the partnership with Fordham University was struck, our team received the following message from Marcelo Barros (Director, Global Operations) and Vinicius Perallis (CEO):
“The partnership with Fordham University has only helped in the growth of Hacker Rangers in the United States after creating a good foundation in the Brazilian market and coming up with initiatives to build credibility in the international market. In this manner, the campaign pointed to Hacker Rangers as the leader in cybersecurity awareness and thus prepared the ground for its entry into the American market, which led to many successes.”
A press release about Hacker Rangers’ partnership with Fordham University also stated the following:
“The students collaborated with Hacker Rangers to discover how gamification can enhance security awareness and support positive organizational behavioral change. The partnership between students and Hacker Rangers brought in fresh perspectives and opened space for innovative thinking, setting the stage for a long-term relationship to help further shape the cybersecurity industry today as we know it.”
Tags: technology
