NetNames is one of the world’s largest corporate brand protection specialists
Through its industry-leading brand protection, domain name management, online security, anti-piracy and acquisition services, the company is responsible for keeping corporate brands one step ahead of online threats across the globe.
After being acquired by Hg Capital in 2012, the business began looking at ways to build brand awareness across its UK and global markets by re-engaging with the media and repositioning the brand as market leader.
To support the launch of its global marketing campaign, ‘search.find.stop’, NetNames wanted to develop its thought leadership proposition to position the brand as an expert in online brand protection across eight key territories.
Our challenge was to use PR as a way to re-position the business – and its top team – as experts in online brand protection and generic Top Level Domains (gTLDs). In order to achieve this objective, we needed to re-introduce NetNames to the media, relay its product message and brand stories, and get brand recall rising across the UK, US, France, Germany, Norway, Denmark, Sweden and Switzerland.
One of the first things we did was re-establish connections with key media contacts and start owning the online brand protection space. We released press comments, arranged media briefings, provided event support and helped develop a customer reference programme – synchronising our message strategy with the wider news agenda across the eight different regions.
By planning and predicting the news landscape we ensured NetNames was always one of the first brands to issue opinions, comments and make recommendations.
We also commissioned a research project to ascertain the value brands currently place on their online assets and intellectual property. From that, we were able to share fresh insights that the media could use and associate with NetNames.
During the first six months of the campaign, we:
- Secured tier-one coverage across Europe’s top business titles including The Guardian (twice), Financial Times, BBC World, Sky News, CNBC SquawkBox, The Economist, Wall Street Journalist, La Tribune, Figaro, Neue Zürich Zeitung, Resume and The Telegraph’s ‘Business Club’ feature.
- Achieved 82 pieces of coverage, with a combined circulation of 187,855,030.
- Became the established “go-to company” for insights on online brand protection and generic top-level domain names across Europe and the USA.