Leveraging a Cyber Attack to Reposition
an Industry Leader


Leveraging a Cyber Attack to Reposition <br/>an Industry Leader

Arbor Networks is the acknowledged leader in technology that mitigates distributed denial of service (DDoS) attacks on enterprises and Internet service providers.

The Challenge

While Arbor was recognized as a leader in DDoS mitigation, the company was expanding its product portfolio to deliver end-to-end cybersecurity solutions. The challenge was to reshape the media’s perception of Arbor to be a thought leader and provider of solutions for detecting and defending against advanced network threats.

The Solution

We rapidly developed an opportunistic campaign to secure high-profile media coverage that clearly positioned Arbor as a thought leader on advanced threats. The LPP team:

  • Seized an opportunity created by an attack on the Healthcare.gov website. The Arbor Security & Response Team (ASERT) blog published a post detailing its detection of the “Destroy Obamacare” tool used by the hackers; LPP leveraged this post, up-leveling the research and pitching it to mainstream IT and business publications covering the attack.
  • When the U.S. Department of Homeland Security reported the attack to the House Homeland Security Committee a week later, we leveraged this additional opportunity to position Arbor as the premier media resource for information on the attack tool.
  • Following this initial effort, we pursued national broadcast and print coverage, as well as social media, to maximize Arbor’s exposure, linking the company’s research directly to the DHS hearing.

The Result

As a direct result of the campaign, we:

  • Secured 42 unique articles leveraging the breaking news on the Healthcare.gov attack; 122 articles total (including syndication) over the course of the campaign.
  • In one week of outreach, achieved print coverage in national publications and wire services such as Reuters, Wall Street Journal, CNN.com, CNBC.com, Information Week, Ars Technica, The Verge, and ZDnet, and broadcast coverage on CNBC and Bloomberg TV.
  • Successfully scheduled briefings or field requests for comments from targets at several key publications, including the New York Times and the Washington Post.

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