Success Story Cybersecurity

Building brand and creating demand on an international scale 



Program & Deliverables

Strategy & Planning, PR & Awareness, Demand & Lead Generation, Data & Analytics


Defending the moments that matter

Just months after their rebrand from Neustar Security Services, the newly emerged Vercara brand tapped PAN to increase their overall brand awareness in the U.S. and the U.K. We presented the “Moments that Matter” campaign idea to showcase how Vercara is protecting real people during the times that matter most in their lives—the campaign included earned media, research, organic and paid social, demand generation, and the use of measurement and analytics for reporting, optimizations and more.


share of voice


in pipeline with $10K in spend, ABM influenced


rapid response pitch conversion rate


Combining the power of brand and demand

The team hit the ground running, focused on driving awareness through media relations across both the U.S. and U.K. markets. The PAN team worked cohesively across both regions to create a seamless client experience and media outreach plan to increase overall brand awareness, elevate thought leaders, and promote product news in both markets.

We ramped up a rapid response engine to capitalize on breaking cyber security industry news such as timely cyber security attacks, DNS critical infrastructure needs, a ChatGPT attack, and pitches related to holidays or industry recognized calendar events.

In addition, we utilized the following services and tools to broaden our international brand awareness campaign and demand generation tactics:

  • Quarterly owned surveys with Dynata—these provided our team with data to fuel our pitches and content marketing
  • ABM campaign for Financial Services via 6sense
  • Email marketing
  • Paid LinkedIn campaign
  • Executive social programs for 2 Vercara leaders


Earned + owned + paid = elevated brand awareness

In the first two quarters of work, the team doubled quarterly earned coverage goals, doubled share of voice within target publications, and saw a 75% increase in LinkedIn engagement.

Additionally, the team kicked off three organic growth programs: account-based marketing efforts for the financial service industry, and two executive social programs.