Nordic PR campaign for security leader

Palo Alto Networks is one of the largest and most influential security companies in the world, protecting over 80,000 clients from cyber and ransomware attacks. As the pan-Nordic PR agency for Palo Alto Networks, we were tasked with managing its PR strategy in these regions, including supporting the organization’s country managers and local sales objectives


Generate increased awareness to support sales objectives in the Nordics

While Palo Alto Networks is one of the largest cyber security brands in the world, their media presence in the Nordics was minimal prior to the company’s collaboration with digitalPR. Our goal was therefore to generate strong brand awareness in all four Nordic countries, in order to support the company’s local sales teams and generate increased traction.

In order to achieve this objective, we created a wide-ranging earned communications strategy, including content creation, brand placement in relevant Nordic media, localized news releases, and thought leadership pieces.



Thanks to digitalPR’s team of PR professionals, which includes former technology journalists, we have a vast network of media contacts across all sectors of the Nordic media landscape. Using this unique expertise, we created a map of the key publications and journalists who were crucial to achieving our goal.

This included trade media in the relevant verticals, IT and technology publications, and business and finance media in all four countries. With boots on the ground in each market, digitalPR was able to work directly with the local country managers for Palo Alto Networks, ensuring that each press activity was tailored to the specific needs of that business.

With this key groundwork in place, we were able to craft thought leadership pieces for each country and pitch them to the publications that were strategically important to achieving the local sales objectives. This included making effective use of Palo Alto Networks’ Unit 42 Cyber Security reports, which are compiled by world-renowned threat researchers and an elite team of security consultants.

Wherever possible, we utilized regional spokespeople from Palo Alto Networks in order to convey the enormous wealth of experience and expertise that the company possesses in the area of cyber security.


Massively improved brand awareness in the Nordic region

Within the first six months of digitalPR’s collaboration with Palo Alto Networks, we generated over 120 articles and brand mentions in key publications throughout the Nordic region.

More than thirty of these successes were interviews or opinion pieces featuring experts from Palo Alto Networks. However, in addition to securing important coverage in the trade media, we also achieved successes in IT and finance media, including Børsen (DK), Computerworld (NO), Kauppallethi (FI) and Computersweden (SE). Combined, this helped to propel the awareness of Palo Alto Networks to a level never before seen in the Nordic countries.

Finally, we succeeded in positioning the Unit 42 Cyber Security research group within Palo Alto Networks as key opinion leaders in the Nordics, generating more than fifty media mentions of these reports during the campaign period.

How our services work

  • Nordic PR
  • Thought Leadership
  • Digital and Social Media Marketing
  • Content Marketing
  • Influencer Marketing
  • Localization and Translation

Nordic PR

digitalPR is your brand’s gateway to the entire Nordic region. Through the execution of compelling and newsworthy PR and communications campaigns, we have proven success in propelling brands to the top of the news agenda. Our expert team of former, high-profile technology journalists have strong relationships with all the key B2B and consumer media, and specialize in crafting campaigns and thought-leadership stories that will grow your business.

Cases with this service HMD Global Keepit BenQ Acer Denon Bowers & Wilkins NETGEAR PR Palo Alto Networks Tutela Technologies LIFX

Thought Leadership

Within every organization there are star people, whose knowledge and expertise are a cornerstone of your business success. With the right driving force, these people can become powerful advocates for your brand.And in the digital age, expertise and authenticity are major selling points that can drive sales just as much as advertising or other promotional campaigns, but only if done correctly.

Our job at digitalPR is to ensure that your star people are heard in the right media at the right time, and in the right context, so that they can shine a light on your business and its USPs.

Cases with this service Keepit Palo Alto Networks Tutela Technologies NETGEAR PR

Digital and Social Media Marketing

Social media remains one of the most important channels for communicating your brand’s message and engaging with customers and fans. With proven success in organic and paid digital campaigns across everything from Facebook to LinkedIn, our marketing team can help your business grow and reach new audiences. With data-driven strategies, developed through years of experience, plus an intricate understanding of the nuances and best-practices for each social platform, we leave nothing to chance, so that you receive a measurable and impactful ROI.

Cases with this service Philips Dictation QNAP Systems NETGEAR Social Trust International

Content Marketing

An effective content marketing strategy must be at the heart of any digital marketing initiative. However, in order to generate high-quality traffic and leads, your brand must produce compelling, insightful content that resonates with your target audience. digitalPR is uniquely placed to supply content campaigns that convert, thanks to our expert team of former technology journalists. We will write content that demands to be read, and drive inbound traffic and leads through effective use of lead-nurturing strategies.

Cases with this service Philips Dictation QNAP Systems Acer

Influencer Marketing

In a recent survey of 4000 marketing agencies, brands, and other industry professionals, 91% of respondents believed influencer marketing to be an effective form of marketing. Whether you need a one-off influencer activation or long-term partnerships with relevant, high-profile influencers in your business sector, digitalPR can ensure your brand is promoted by the right influencers, in the right way, and with measurable results.

Cases with this service BenQ EPOS Bowers & Wilkins Denon HMD Global NETGEAR PR

Localization and Translation

As self-confessed language nerds, we are writers, editors and expert translators at heart. We can localize even the most complicated product content, while maintaining technical accuracy and your brand’s unique tone of voice. This ensures that your key communications material can be enjoyed in all the Nordic languages.

Cases with this service BenQ NETGEAR PR HMD Global Acer

We know that telling a great story about your brand or product is the gateway to business success. And who better to create these stories than journalists themselves?