Beyond Cybersecurity: Boosting Akamai’s Profile in Latin America

Client: Akamai

Akamai Technologies, a leader in cloud computing and cybersecurity, was looking to expand its market share in Brazil and Mexico in 2024. The company sought to position itself as a cybersecurity and digital transformation leader, targeting senior IT professionals, developers, and C-Level decision-makers, particularly in the e-commerce sector. With new competitors entering the market, we faced challenges such as media fatigue, technical messaging, and economic instability. To address these, we adopted a storytelling strategy that focused on humanizing technical content and making it relatable to broader audiences beyond traditional IT media.

The strategy included capitalizing on trending topics, newsjacking, and collaborating with diverse media outlets, including mainstream publications and podcasts. The campaign highlighted real-world issues such as online security threats and data privacy concerns in Brazil and Mexico. We also created localized thought leadership content, including surveys and reports, to resonate with regional concerns about cybersecurity. The campaign achieved strong results, generating 717 pieces of coverage, including interviews with experts, and reaching an estimated readership of 4.5 million. Akamai surpassed competitors in Share of Voice (SOV), highlighting its successful repositioning as a trusted authority in cybersecurity across diverse sectors.