Aqua Security Case Study
Touchdown established Aqua Security as a leader in the cloud native security sector
Find out how Touchdown assisted Aqua in educating the market about Cloud Native Application Protection Platforms (CNAPPs) and built Aqua’s brand profile from the ground up in EMEA. The campaign utilised a variety of different techniques including thought leadership, research surveys and briefings.
Project date: 2022
Client website: www.aquasec.com
Sector: Cyber Security
Overview
Aqua Security is an innovative industry leading cloud native security provider. Founded in 2015 when the transition to cloud native technologies was just beginning, Aqua was created to solve the major security challenges caused by this shift. Offering the industry’s most integrated Cloud Native Application Protection Platform (CNAPP), Aqua continues to innovate to bring the best and most useful cloud security solutions to its customers.
Objective
Touchdown was hired at the beginning of 2022 to increase Aqua’s brand awareness in the EMEA region. A key aim was to help Aqua educate the market about CNAPP in the UK and DACH, and really take ownership of the term.
Challenge
There was limited understanding around Cloud Native Security in these regions, which meant that Touchdown had to create a PR plan to educate the market, as well as build awareness of the brand itself. In Germany in particular, the brand had little media presence, and their profile needed to be built from the ground up. Additionally, the Cloud Native Security market is an emerging and crowded market, with lots of new vendors vying for the spotlight.
Approach
The Touchdown team took a multifaceted approach, combining a steady stream of thought leadership with additional targeted campaigns. For example, in March 2022 the team planned and conducted a research survey at Cloud Expo London, producing some really interesting results. The team was able to build a great story around the research, which generated top-tier press coverage.
The team focused on building strong relationships with journalists with an in-person approach, organising multiple briefings in both regions. In addition, they worked on educational thought leadership pieces to educate the market on Cloud Native Security. They were also able to leverage the excellent threat research that Aqua’s threat research team, Nautilus, frequently publishes, establishing Aqua as a leader in the cloud native threat landscape space, and generating media coverage in publications such as Bleeping Computer, ZDNet and Help Net Security.
Floor Surveys
Shortlisted Awards
Pieces of Coverage in EMEA
Results
In 2022 Touchdown secured 300+ pieces of coverage for Aqua in the EMEA region, helping to build its industry leading reputation.
Some coverage highlights have included:
– Bleeping Computer: New Redigo malware drops stealthy backdoor on Redis servers
– ZDNet: Bronze President spies on Russian targets as Ukraine invasion continues
– Help Net Security: The importance of understanding cloud native security risks
– InfoSecurity Magazine: #HowTo: Strengthen Supply Chain Security