Yokogawa Electric: Identifying the Plant Security Blind Spot

The Challenge

To highlight the developing plant security issues facing operational technology (OT) networks across industry and critical infrastructure.

These have become increasingly vulnerable to cyber-attacks as a result of ‘blind spots’ brought on by digital transformation and IIoT.

 

The Idea

With OT security in its infancy compared with that of IT, we identified a clear need to hone in on the issue of blind spots within these networks, and shock stakeholders into taking action.

We subsequently interviewed a series of subject matter experts to create a 5,000-word industry report providing in-depth detail on the emerging threats, supported by real-life case studies of blind spots being exploited by cyber-criminals.

The report was promoted with a dynamic infographic detailing Yokogawa’s holistic approach to plant security, and targeted at those with relevant job titles across LinkedIn, Facebook and Twitter. The activity was further amplified by a paid media campaign across the Google Display Network and a vertical market media relations campaign.

 

The Results

  • Within weeks, we had delivered more than 368,000 animation views at an impressive cost-per-view of just £0.02
  • We also secured 20 pieces of trade media coverage, complete with 16 backlinks, all from high domain authority websites
  • The paid media activity delivered a strong cost-per-click of £1.70, leading to 1,588 visits to the report landing page
  • All told, more than 100 plant security professionals across the UK and Europe went on to download the report, delivering strong sales leads for the client to pursue