Fox Crypto generated 333% growth in followers through new website

Tags: IT, Security
Company: Fox Crypto
Challenge: How can Fox Crypto establish authority in the field of DataDiodes?
Results: 333% growth in followers / 1530% more engagement / 723% more reach

The challenges

Fox Crypto, a division of Fox-IT, faced several crucial challenges in positioning itself as part of the broader Fox-IT/NCC Group. To achieve its growth ambitions, particularly concerning their product, the DataDiode, Fox Crypto needed to establish its own distinct identity. This brought specific challenges:

• Rebranding and website: A thorough rebranding of the website was necessary. This involved creating a separate, standalone website for Fox Crypto to better position their DataDiodes.
• Social media engagement: Setting up and optimizing social media channels for Fox Crypto to reach a broader audience and increase the visibility of DataDiodes. This included not only creating new channels but also developing a targeted content strategy to effectively convey the message.
• Target audience definition: Developing a clear framework for identifying the target audience was essential. This involved specifying the primary sectors, namely Government & Defence and Critical Infrastructure & Industry. Based on this, targeted campaigns could be launched to effectively reach the right audiences with tailored messages.
• Redefining propositions and product portfolio: Reviewing and refining the value propositions and product portfolio was crucial. This ensured that the offered solutions seamlessly aligned with the needs of the defined target groups and strengthened Fox Crypto’s market position regarding the DataDiode.

The approach

How do we position ourselves as experts in our markets and efficiently reach our target audiences? With these questions, Beyond Product was involved with Fox Crypto.

Rebranding the website as a starting point
Our approach began with rebranding the website as the new launch of Fox Crypto DataDiode as a solo division. The website was fully tailored to the messaging framework we set up for Fox Crypto, where the target audience was fine-tuned, and the DataDiode products were defined. We strengthened the website content by conducting interviews with experts and sharing this knowledge, as well as leveraging customer case studies. The website served as a crucial foundation for deploying social media strategies and both organic and paid campaigns.

Activities
After setting up the new Fox Crypto DataDiode website, we gained the confidence to lay the groundwork for further marketing activities. What followed was a strategic trajectory combined with marketing as a service:

• New website and propositions
• Content strategy, creation with a video-first approach
• Campaign development
• LinkedIn Paid & Organic

Creative assets

The results

• Visibility with target audience results in 333% more LinkedIn followers within 3 months
• Clear positioning of Fox Crypto as DataDiode expert results in 1530% more engagement
• Reach on social media channels has increased by 723%
  

Next steps

After implementing an effective content strategy and launching campaigns, we see a clear difference in reach metrics. The campaigns provide us with data and market insights, enabling us to further optimize our propositions. This continuous improvement allows us to maintain our upward trajectory and plan multiple webinars per segment, effectively targeting diverse audiences.

About Fox Crypto
For over two decades, Fox Crypto has been a pioneer in high assurance security solutions to protect classified information or data integrity. With a rich portfolio of products, such as the Fox DataDiodes, Fox Crypto ensures the confidentiality or integrity of information through guaranteed real-time one-way data transfers. Fox Crypto is a Dutch B.V. and a separate division of Fox-IT, based in Delft, Netherlands.

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