Case Study: Wire

The secure collaboration choice in the remote work era
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Wire is an enterprise-grade secure collaboration platform. Wire approached Gravitate to help the company pivot from a consumer messaging app to a platform focused on enterprise and government organizations.

Objectives

  • Position Wire as the most secure collaboration platform
  • Solidify Wire in the enterprise (pivot from consumer realm)
  • Incorporate Wire as an authority in security, collaboration and “future of work” themes

Strategy

Gravitate developed a clear set of messaging for Wire, plus a series of points-of-views that we could continue to draw from each month to build Wire’s story and coverage.

We also executed a series of higher-level campaigns to elevate Wire and its new positioning. This included a fully integrated PR and communication campaign anchored around a report, the “Odds of a Bad Bet”, which compared cyber risks with everyday risks we encounter in our lives.

When the COVID-19 pandemic hit, Gravitate was quick to immediately respond with a POV building up the various opinions we’d crafted for Wire, that tied the critical importance of secure collaboration to remote working.

Results

Wire has effectively repositioned itself as an enterprise leader in secure collaboration, with stories in Forbes, TechRepublic, SC Magazine, IDG and many others.

Most significantly, the commercial success of the campaign and cadence of POVs has resulted in Wire seeing 70% of leads and word of mouth opportunities coming from PR, and the business has achieved 400% YoY sales growth.

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