ESET
The brief
ESET were paying for traffic but lacked credibility and awareness in a crowded cybersecurity sector. Rather than continuing to rent attention through paid channels, they needed to take ownership of their narrative working with internal leaders and experts to showcase their credentials, build trust, and drive customer acquisition organically.
What we did
We restructured their thought leadership strategy and created an owned destination to engage customers, drive engagement, and reduce reliance on paid activity.
Created the WeLiveSecurity digital destination for sector news, product information, and thought leadership, giving ESET a permanent home for its expertise rather than a paid media presence.
Built a digital editorial strategy to take ownership of the narrative, positioning ESET’s internal experts as credible, go-to voices in cybersecurity rather than just a vendor.
Built an internal publishing team to manage and maintain the site as a standalone owned asset, embedding the capability in-house for long-term sustainability rather than a one-off campaign.
