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Case Study: Fidelis Leveraging the Presidential Election to Position a Rising Cybersecurity Star


The Fidelis brand was tied to the outdated data loss prevention (DLP) market, and they weren’t known for their innovation. The company was also acquired by a private equity firm and lacked the “coolness” perception of other market competitors such as Crowdstrike, Cylance and Tanium.


Fidelis turned to Merritt Group to craft new messaging and narratives around preventing data theft and stopping attackers at every stage of the attack lifecycle. Merritt Group also capitalized on the 2016 U.S. Presidential Election timely news hook — when Fidelis researchers found evidence of Russians hacking into the DNC to tell the story. Based on our relationships with top-tier press and influencers, Merritt Group secured nearly 700 media placements, largely top-tier outlets such as The Washington Post, Associated Press, Bloomberg, The New York Times, CNBC, The Wall Street Journal and others. We were also able to get CEO Justin Harvey on ABC News as the network’s top on-air cyber expert during the DNC and RNC party conventions.