Acronis VALUATION TRIPLED ($3.5bn) thanks to the strategic creation of a new category and the creative use of media relations for lead generation
Matrix PR was instrumental in creating a distinct identity and solid foundation for Acronis to help triple their global valuation. Matrix PR helped Acronis achieve record revenue growth and overachieve lead gen targets while building the new identity through a law of marketing and using sports as a brand differentiator.
We co-created 4 key objectives, which cut across business and communication:
Establish to the stakeholders that the UAE and the ME region could be key markets for the business to invest in
Marketing and PR activities to aid in lead generation
Popularize the new category created in 2021 - “Cyber Protection”
Highlight women in tech & diversity in the region
An oversaturated cyber security market in a nascent stage for cyber protection that was still gaining popularity among the media
To use PR to boost valuation and contribute to lead generation
The industry had an image of being predominantly male-driven and male-led
Most brand differentiation tended to be similar for companies in the cybersecurity industry
Most brands used the same avenues for generating leads.
Media research indicated a male-dominant industry, with very few women in the tech & cyberspace.
Sports was a massive brand differentiation to the brand's target audience.
Internal research highlighted Acronis' partnerships with Air Speeder.
We formulated 3 all-rounded and data-driven proactive media relations strategies to achieve our communications objective.
These strategies included:
A - Flying Car, Media Partnerships & Events for Lead Generation
B - Lead the conversation on diversity & equality in technology industry
C - Employ Sports & Law of a new category for a distinct identity
149.87% increase in media placements compared to the previous year
Acronis’ value tripled to $3.5 billion and featured Mareva as an award-winning women in tech & cyber security space
Acronis won over 20 industry awards
New General Manager for the Middle East Market and a 90% growth in staff
In May 2023, Matrix PR was the winner of the PRCA MENA Awards 2023 “Best Integrated Campaign” Award for our work on behalf of Acronis.
In May 2023, at the PRCA MENA Awards 2023 Matrix PR won the Highly Commended Award for “Best Strategic Communications Campaign” for our work on behalf of Acronis.
In December 2022, Matrix PR won the MEPRA Bronze Award for “Best Technology Campaign” for our work on behalf of Acronis.