Influencer Marketing – Security Industry

After a successful brand building campaign delivered valuable brand equity to Guardian 8 and its flagship professional security device, the Pro V2, Kraves PR took on the challenge of leveraging that equity to open up a new vertical market for this security industry leader. The hospital space held great potential but Guardian 8 had limited recognition in this vertical. They once again turned to Kraves PR to help them build brand awareness in this new space.

Media Approach and Results:

Kraves PR recognized that gaining the attention and confidence of influencers would be key in helping Guardian 8 reach security decision makers in the healthcare space. Guiding Guardian 8 in executing a first-of-its-kind survey of 50 security executives at the nation’s top hospitals, Kraves PR used the data from the survey and an executive summary bylined by Guardian’s COO to craft targeted pitches to hospital and security trade press.

In addition to securing coverage of the survey, Kraves PR exploited the virtual panel discussion hosted by Campus Safety that invited survey participants to share their views and concerns on hospital security issues. Nearly all of the coverage of the survey included the client-produced infographic to amplify key data points. Industry influencers, writers and editors shared the survey data via social media, extending the story and raising Guardian’s profile in this new space. The campaign resulted in placements in every leading hospital and security publication.

Kraves PR also mined the survey for data that could anchor thought-leadership articles bylined by Guardian’s COO. This allowed Guardian to give a first-person voice to their perspective on the survey results.

Business Impact

As a result of Kraves PR’s strategic influencer campaign, Guardian 8 saw a 75% increase in brand awareness in the hospital space. Website traffic increased 105% and more than 7800 customer leads were generated.