The comeback kid
Identity crisis: A longtime CEO departure, acquisition rumors and multiple executive departures all led Splunk to see its lowest stock price in five years. Fast forward to today, and Splunk’s security business is booming.
Challenge
Splunk needed a reputation overhaul after a series of executive departures, negative news cycles and declining stock
Solution
With new leadership came a new mission: transform Splunk from a data leader to a security leader
Strategy
Evolve the image and brand by building credibility and thought leadership within the security industry
Campaign details
Build Credibility with Threat Research
Solidifying Splunk’s credibility at the researcher level was an important first step towards building the overall company as a security leader. Highwire partnered with Splunk to formalize, brand and launch the company’s security threat research team as SURGe.
Highwire then partnered with SURGe in crafting research topics to focus on storytelling and trending topics. The collaboration led to research reports on topics such as ransomware, relationship building at key events like Black Hat & RSA and digital activations such as LinkedIn Live reporter Q&As and “Coffee Talk with SURGe”
Solidifying Splunk’s credibility at the researcher level was an important first step towards building the overall company as a security leader. Highwire partnered with Splunk to formalize, brand and launch the company’s security threat research team as SURGe.
Highwire then partnered with SURGe in crafting research topics to focus on storytelling and trending topics. The collaboration led to research reports on topics such as ransomware, relationship building at key events like Black Hat & RSA and digital activations such as LinkedIn Live reporter Q&As and “Coffee Talk with SURGe”
Executive Thought Leadership
Splunk’s new CEO Gary Steele came with a rich resume in the security world. Highwire focused on elevating Splunk’s security story to a business audience through Gary’s thought leadership.
Highwire and Splunk secured speaking slots for Gary at key conferences such as RSA & Aspen Institute. We focused on relationship building with top tier reporters and regular broadcast appearances. We also leveraged earnings as a security thought leadership moment.
Splunk’s new CEO Gary Steele came with a rich resume in the security world. Highwire focused on elevating Splunk’s security story to a business audience through Gary’s thought leadership.
Highwire and Splunk secured speaking slots for Gary at key conferences such as RSA & Aspen Institute. We focused on relationship building with top tier reporters and regular broadcast appearances. We also leveraged earnings as a security thought leadership moment.
Security Everywhere
Highwire and Splunk partnered to ensure Splunk’s security innovation and expertise was weaved into every piece of news, activity or initiative.
With news, Splunk lead with security in product news alongside other key product pillars like observability. Splunk ensured strong presence at key tradeshows and brought security conversations forward at the company’s annual user conference, .conf.
By leveraging partnerships, Splunk was able to collaborate with partners like AWS to launch OCSF - a partnership with more than 17 of the biggest names in cybersecurity.
Highwire and Splunk partnered to ensure Splunk’s security innovation and expertise was weaved into every piece of news, activity or initiative.
With news, Splunk lead with security in product news alongside other key product pillars like observability. Splunk ensured strong presence at key tradeshows and brought security conversations forward at the company’s annual user conference, .conf.
By leveraging partnerships, Splunk was able to collaborate with partners like AWS to launch OCSF - a partnership with more than 17 of the biggest names in cybersecurity.
Reaching the target audience
