CUSTOMER
YEAR
2019–2022
WORK
Internal communication
Media relations
Strategic communication & consulting
Social media
Strategic communications consulting positioned mySafety an expert in cybercrime
Challenge
In spring 2019, insurance service company mySafety had a clear vision for the future of its business: it wanted to become a thought leader and expert in cybercrime. The only thing missing was a clear communications strategy to help achieve that goal.
Solution
We began clarifying mySafety’s position as a thought leader by developing a clear communications strategy and action plan. As part of this strategic work, we also created messaging frameworks, for example, how to communicate complex topics like identity theft in a way that is easy to understand. At the time, in 2019, public awareness in Finland of the risks of cybercrime was still relatively low.
In autumn 2019, the new business strategy was rolled out internally. We played an active role in supporting this process by presenting the communications strategy and messaging frameworks, organizing practical communications trainingfor mySafety experts working in customer service, claims handling, and sales, and helping to develop customer-facing communication.
The biggest shift in communication came from 2020 onwards, when the strategic plan began to extend more visibly into external communications. mySafety’s thought leadership efforts took a significant leap forward through earned media strategies such as press releases, exclusive interviews, research-based communications, expert blog posts, and more effective, goal-oriented use of the company’s own channels.
Results
Before the collaboration began, mySafety appeared in the media approximately 20 times per year. In 2020, that number rose to 167 media hits, and by the end of October 2021, there had already been 90 additional mentions. The visibility has covered all major Finnish media outlets, and the articles have helped shape public perception of mySafety as an expert in cybercrime prevention and damage mitigation.
In addition, the reach of mySafety’s own channels has improved significantly. Since taking over management of their social media channels in April 2020, Manifesto has increased reach by 53% and engagement by 121%. Today, mySafety’s social platforms host genuine conversations with followers and foster constructive dialogue around issues related to cybercrime.
To be completely honest, at the beginning of 2019, mySafety had virtually no public reputation—we were a nobody. It goes without saying that the strategic impact of Manifesto’s work has been invaluable to us. Without Manifesto, we simply wouldn’t be where we are today.
We now have a competitive edge over others in our field. Manifesto has successfully integrated communications into our overall business strategy, and today, communications is seen as one of the cornerstones of our success.
– Johanna Abgottspon, Country Manager at mySafety
LISÄTIETOJA